People love stories. But stories are not just for novels and children’s books. They can be used by businesses too. Enter brand stories. But what is a brand story?

Your brand story is the story of your business as perceived by your customers and potential customers.

It’s an emotional-based narrative of how your product or service improves the lives of your customer. It’s a story of what makes your brand recognisable from the beginning all the way up to the present.

A brand story covers the essence of your company and helps customers understand its mission. It should tell who you are, why you exist, what you do, and how you do it. While many brands choose to highlight the story of their inception, or that of their founders, your brand story doesn’t need to be limited in this way. It’s different from your origin story as it’s more centred on the customer perspective rather than an origin story that is often more focused on the company’s perspective.

In fact, your brand story doesn’t end when you launch your business. As your brand grows, your customers become a part of the story. So, show how your customers and your brand continue the journey together.

Your brand story is a narrative that aligns with your customers’ world view. People who are moved by your story are more likely to buy your products and services and remain loyal. That means you need to think about things from their perspective and make it relevant to them. Why should they care about your product? What kind of a difference would your brand make in their lives?

A good brand story should encompass who you are. That means it should encompass your values, ideals, and even your USP. One of the reasons for this is because your brand story should humanise your business, making sure people connect with it, fostering a sense of character and familiarity. For example, your brand story could centre around a love for the environment, and therefore your story focuses on building a product centred on sustainability.

Let’s take a look at an example.

Imagine you’re on a surfboard, riding the waves, feeling the rush of adrenaline as you conquer each swell. That’s where the story of GoPro truly begins – with Nick Woodman, just like you, frustrated by the lack of a reliable way to capture those exhilarating moments.

Driven by his passion for adventure, Nick took matters into his own hands, crafting makeshift camera straps from old wetsuits to document his surfing escapades. But he quickly realised that the world needed something more, something that could truly capture the thrill of the moment without compromise.

In 2006, GoPro introduced the HERO Digital camera – a game-changer for thrill-seekers everywhere. Suddenly, you could relive every epic jump, every breathtaking vista, with stunning clarity and detail. Whether you were skiing down a mountain, mountain biking through rugged terrain, or diving into the depths of the ocean, GoPro was there to capture it all.

But what truly sets GoPro apart isn’t just the cutting-edge technology; it is the way it empowers people like you to share your adventures with the world. With GoPro, you’re not just a spectator – you are the star of your own action-packed movie, inspiring others to chase their own dreams of adventure.

Today, GoPro continues to innovate and evolve, constantly pushing the boundaries of what’s possible. From the rugged HERO cameras to the sleek and powerful MAX, GoPro is always by your side, ready to capture every moment of your next great adventure. Because at the end of the day, it’s not just about the camera – it’s about the incredible stories you create with it.


In conclusion, a brand story is a narrative that communicates a company’s purpose, evokes emotion, and builds customers’ trust.

Use your brand story to help people get to know and relate to your brand. Your brand story is an opportunity to humanise your brand. Stories allow us to relate to each other and find connections through shared emotions and experiences.

What’s your brand story? Let me know in the comments.

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