A brand story is a clear explanation of why a company exists, what problem it solves and where it came from. It is not a heartfelt text in the about-us section, but a framework that holds communication, recruitment and decision-making together. A usable story has a concrete starting point – a real situation that led the company to what it does – a clearly named problem it solves, and a reason why it solves it in exactly this way. Avoid formulations that any company in the field could use; the test is simple: substitute a competitor's name into the text and see whether something stops fitting. A story is best conveyed through specific cases and through people, not through abstract values. And it must correspond to reality, otherwise the discrepancy will show up at the customer's first contact.
See also: Category design, Canonical brand answer, Employer Branding.
