Create an engaging brand story

Business Benefits

Build trust and improve engagement with your audience.


Write down the core assets of your brand such as your value proposition, slogan, logo, tagline, or what makes you stand out from the competition.

The distinguishing characteristics of your brand are what makes it unique and scalable. These can be what makes it competitive, distinct, successful, and consistent.

Write your brand’s purpose in one sentence. Describe what it is, who it serves, and why it is valuable.

For a brand to exist, it has to form a connection with its target audience. To create this connection, you must show who it exists to serve and how it serves them. For example, Providing resources and advice to make the job of accountants easier.

Bullet point your core brand values and ask yourself how your brand is trying to make life easier for users, and the steps it is taking to do that.

For example:

  • What services do you offer that help your audience?
  • What advice do you provide them?
  • What steps are you taking to improve the support you provide?
  • What is your ultimate goal? What does future success look like?

Choose branding words that describe a person, not a business. Avoid using jargon, formal language, and vague word choices.

For example, use words such as enthusiastic, passionate and informal, not innovative, professional or disruptive. Create a lexicon of 5-7 words that consistently describe your brand’s assets, purpose, and values.

Write a sentence that introduces your brand and includes the founding date , why it was founded, and what pain point it addresses.

For example, In 1990, our founder realized…

Make a plan for how you want your brand to scale.

Ask yourself, If I were introducing my brand, who would I want to be attracted to its story?

Write a sentence that connects this target audience to your newest venture, for example, Now, our company is excited to embark… This sentence introduces your future goals and how they relate to your existing and growing audience.

Create a bulleted list of no more than 5 milestones, achievements, or setbacks that chronologically connect the first sentence to the second one you wrote.

Edit or delete any milestone that does not tie into the message of either sentence.

Expand each bullet with 1-2 sentences.

Determine how each bullet became an outcome or solution. Describe the context for each bullet with specific and direct language, not vague wording. Talk about the human elements of each experience. How did it make people feel? What was the human impact?

Connect the bullets with strong, detailed transitions that are specific and emotionally connect each sentence to the next.

Readers will skim vague transitions like moreover but will be more likely to remember specific information such as So that’s why our founder…

Review your story by evaluating its persona and making sure that it presents a problem, solution, and challenge.

Your brand story needs to build trust with the reader. To do that it needs to have a persona. Be sure that it ends with success, that suggests there’s more in store for your brand.