Glossary

What is a brand story?

A brand story explains why a company exists and what changes for the customer, told as a narrative instead of a list of features.

Why it matters

Stories are easier to remember and repeat than facts. A good one makes the customer the main character and the brand the guide.

Example

A founder could not find safe treats for a dog with allergies, started baking them at home, and now sells them to owners with the same problem.