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Telling Your Story

A comprehensive guide on how to craft a compelling and engaging brand story

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A vital component of a strong brand is it’s Brand Story and to build yours properly, you will need to to know how to write a compelling one. 

This Brand Story is linked to your ‘Purpose’ - the reason you do, what you do - and is often the critical differential that makes your customers choose you over your competitors. When they feel this connection and kinship with you, they will form a stronger bond with you and your brand.

“The brands that win are the ones that tell a great story”.

- Mitch Joel.



Why is it so important?

Without a clear story, it’s hard to become memorable. People relate to stories, they bring us closer and allow people to form bonds with the people behind the brand. Your brand story is unique to you and is what your potential customers will be able to relate to.

If your story is hard to discover or even worse boring, customers will start to gravitate to brands with stronger stories. Once you’ve lost their attention, it is difficult and expensive trying to get it back.

The more truthful about where you come from and who you are, the more sincerely your brand will come across. This is a chance to build trust and resonance with potential customers and is completely unique to you and your business. 

With your clearly articulated brand story, you’ll become more relatable, memorable and attractive.

We have helped many businesses Tell Their Story with our Brand Engine Program. To find out how we can help you, please click the button below.

Case Study: Burt's Bees


Body care brand Burt’s Bees began in 1984 when its founders (Roxanne and Burt) met during a chance hitchhiking encounter, hit it off, and started making wax candles together.

Their story makes a little more sense when you learn that Roxanne was an artist and Burt was a beekeeper who was well-known locally for his roadside honey stand. Today, Burt’s Bees sells a huge range of natural bodycare products (350 at last count).

Yet, despite the company’s success, the Burt’s Bees philosophy has remained exactly the same:

“What you put on your body should be made from the best nature has to offer.”


This is a great example of an authentic, engaging and attractive story that increases customer loyalty and drives word of mouth promotion. It has all the key characteristics of a great story: It's Relatable, Rememberable and easy to Recall.


Questions to help you tell your story.


Any great story contains key plot points and twists. Here are a some questions to will help you pinpoint them.


Thad Cox Purpose Branding

Outline key plot points.


Like any good book or film, there are key plot points that shape the story. What are the key events that have had a direct impact on where you are now? These events aren’t always positive, but maybe you learned a valuable lesson from them? The key here is to pick 4 or 5 that were significant in shaping who you are today and how they have played a key role in growing your business. 

Brand story storytelling

How they have shaped you?


These events or experiences don’t always have to be positive. It’s important to be open and honest with your audience as they will trust you more if you open up. Try to focus the positive lessons that you learned from those experiences. Remember: It’s about more silver linings more than clouds.

Brand story storytelling

What they can bring to your business?


Knowledge and wisdom acquired through first hand experience is far more unique and valuable than that learned from others. sWhat lessons have these experinces taught you and how are they applicable to your business, or the businesses of your clients? 

Brand story storytelling

How they have helped you set goals for the future?


How have these events have shaped your vision of your future? Sharing your business goals and ambitions is empowering, it gives potential clients an insight to how far you want to go and what you plan to do to get there. 


Brand story worksheets

Worksheets to help you tell your story.

Follow the instructions and use the prompts to fill out the questions as fully as possible. Once that is done, review and highlight any responses or themes that keep recurring or resonate with you.

Next Steps


Now that you know what your purpose is, it's time to make sure that others know too. This includes both your customers and your employees, so start talking about it, creating content around it and living it.

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Create a page on your website dedicated to it.


It’s crucial that anyone who visits your website can find out about your story easily. Make it as simple as possible by making a page dedicated to it. It could go on the homepage, in the ‘About Us’ or an ‘Our Story’ section. No matter where you put it, make it stand out and easy to find.

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Have a sign made.

In the same way that we recommend creating a web page for your online visitors, you should do the same for your customers and staff. Design a striking sign and then hang it somewhere that everyone can find it, read it and understand it.

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Hold a meeting with your team.

It’s very important that everyone the story of your business. So arrange a meeting so you can explain it to them in detail so they both understand it, are also inspired by it and can tell it to others.

branding brand story brand storytelling

Create content around your purpose.


The final part is to create articles, images and videos all about it. Share anecdotes, insights and interview people. Find ways to bring it to life through articles, photos and videos.



We understand isn’t an easy process and want to make your sure are able to tell and inspiring and memorable story. If you’re struggling or have any questions, we’d love to help you.