This is the one most brands get backwards. They make themselves the hero of the story. But here's the thing: your customer doesn't care about your journey. They care about theirs.
The best brand stories position the customer as the hero and your brand as the guide. You're not the one slaying the dragon. You're the one handing them the sword.
Think about it. A fitness brand isn't really selling gym clothes. It's helping someone become the person they want to be. A financial advisor isn't selling spreadsheets. They're helping someone feel in control of their future.
What this looks like in practice: Patagonia doesn't just sell outdoor gear. They position their customers as environmental advocates. Their "Footprints" campaign tells stories of everyday people fighting for the planet. Patagonia is the guide. The customer is the hero.
Why it works: People trust brands that understand their struggles. When you show that you get what they're going through, and that you're there to help them succeed, loyalty follows.
Every brand started somewhere. And that story matters more than most people realise.
How did you get here? What problem made you angry enough to start something? What moment made everything click?
These stories humanise your brand. They turn a logo into a person. And people connect with people, not companies.
What this looks like in practice: TOMS started because the founder saw kids in Argentina without shoes. That's the whole story. Simple. Human. Memorable. It's why people remember TOMS when they could buy shoes anywhere.
Why it works: Origin stories create authenticity. They show there's a real person behind the brand who started this for a reason. In a world of faceless competitors, that's rare.
Here's something worth remembering: people trust other people more than they trust brands. Always have. Always will.
So instead of telling everyone how great you are, let your customers do it. Feature their stories. Show the real impact you've had on real lives.
Not polished testimonials. Real stories. With emotion, detail, and transformation.
What this looks like in practice: Dove's "Real Beauty" campaign features real women, not models. The stories are about self-acceptance, not soap. It resonates because it feels true.
Why it works: Customer stories are proof. They show that your brand actually delivers on its promises. And they're far more believable than anything you could say about yourself.
People expect brands to have a point of view now. Not on everything. But on something.
What do you believe? What would you fight for? What hills are you willing to die on?
When your storytelling reflects genuine values, you attract customers who share those values. And those customers stick around.
What this looks like in practice: The Body Shop has always been vocal about ethical sourcing and animal welfare. It's woven into everything they do. Their customers don't just buy products. They buy into a set of beliefs.
Why it works: Values-driven brands attract values-driven customers. These aren't people chasing the lowest price. They're people who want to support businesses that align with how they see the world.
Storytelling isn't a marketing trick. It's how humans make sense of the world.
Your brand already has stories worth telling. About why you started. About the people you've helped. About what you believe. The question is whether you're telling them well.
What's your story?
