Creating a Brand Story That Connects
Many of us think we have a good brand story. All your brand channels are active with an aligned narrative. But the real question is: is it engaging, repeatable, and memorable? Can your audience understand your story in a straightforward way? Short enough for a TikTok, yet strong enough for a pitch to investors?
I once spoke with an organization about to approach major donors in Asia, the Middle East, and the United States as part of a funding drive. The vision statement was there but their brand story was missing. The “About Us” page led to a jargon-heavy mission statement that was far too technical for a first-time visitor to grasp. There were no compelling human stories to bring the impact to life.
This is a common trap when organizations become too inward-focused. Experts, technicians, and academics often resist simplifying language, fearing it will dilute the importance of their work. Nothing could be further from the truth. Your work becomes more powerful when more people understand it and can talk about it with others.
Your brand story is not just for your boardroom. The general public, your supporters, and even your staff are your most valuable unofficial ambassadors. Brands that win are those that invite others to co-create and retell their story, on social media, in community forums, or in everyday conversations.
How to Create a Brand Story That Connects:
Start with your impact
Who is your work reaching? How has it transformed lives? Pair data with stories: as opposed to saying “we trained 3,000 health workers.” Say, “We trained 3,000 health workers including Aisha, who now leads emergency response in her village.” Big numbers inspire trust, but faces and names create connection.
Identify your history
Every strong story has a beginning. Why was your organization founded? What challenge or injustice sparked it? What were the personalities and passions of your founders? These details anchor your work in authenticity, a value that audiences crave in today’s world.
Look for the evolution
How has your organization changed over time? What caused those shifts? Was it political upheaval, community needs, new innovations? Tell the story of your evolution honestly. Audiences today respect organizations that adapt and evolve with transparency, not those that appear static.
Identify your future
The public wants to know where you are going, not just where you have been. Claim your stake in the ground for the next five years. Make it specific and bold: “By 2030, no child in X region will go to bed hungry.” Clear, measurable future commitments rally support and sharpen your identity.
Make it simple
Test your story outside your professional circle. If your grandmother, nephew, or a stranger on the subway doesn’t understand it then simplify it further. The litmus test: can your brand story be shared as a one-minute video or a 100-word LinkedIn post without losing its meaning?
Make it compelling
Perfection no longer wins; authenticity does. Use real human voices, raw emotion, and faces in your videos and social media. Skip the slow build, instead opt for starting with impact and create momentum fast. If your audience doesn’t feel something in the first 30 seconds, they’ll scroll past.
A strong brand story is no longer just an external tool; it’s an internal one. When your staff, partners, and supporters can retell your story simply and powerfully, you multiply your reach. Your brand story is not just what you say, it is what others repeat.
Ready to sharpen your brand story? 👉 Let’s connect