Struggling to Connect with Your Audience? Try This 3-Step Brand Story Formula

A powerful brand story is essential to the success of any business—it’s what turns products into experiences and customers into loyal fans. A well-crafted story gives people a reason to care about your brand, builds trust, and creates a connection that goes beyond a transaction. In this article, you’ll learn a simple 3-step process to create a brand story that speaks directly to your audience, setting your brand apart and inspiring loyalty. By following these steps, you’ll be ready to share a story that not only captures attention but also keeps people coming back.

 “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”

– Simon Sinek

Step 1: Discover Your Core Message

•  Define the Heart of Your Brand: At the heart of every successful brand—whether small or large—is a clear why. This guiding purpose isn’t limited to big brands; it’s the same for everyone. While you might see your brand as small today, think about where it could be in 10 years. The well-known brands we admire, from Patagonia to Veja, started small and grew by embracing their unique purpose. They may not have known all of this from the start, but we can learn from their journeys. By following their roadmaps, we can fast-track our own growth and build something lasting and impactful.

•  Align with your customer: To create a brand story that really connects, it’s crucial to know who your customer is. Understanding your audience is the foundation for crafting a message that catches their attention and feels meaningful to them. This is a topic we’ll cover in depth in another post, but for now, think about the basics: Who are your customers? What do they need? What challenges are they facing that your product or service can help with?

For example, let’s say your customers care about sustainability, or they’re looking for a brand that truly listens to them. If your brand story involves a commitment to eco-friendly practices, like using recycled materials, or a history of exceptional customer service, you can connect with them on those levels. Maybe you started out small, making eco-friendly products in your garage, or perhaps your company was built on always going the extra mile for customers, even when it wasn’t easy. By sharing these values as part of your brand’s journey, you show people you’re not just another brand—you’re one they can trust because of your history, your values, and your commitment to making a difference.

This step is all about aligning your brand’s message with what your customers find important. It’s the first step in building a lasting connection, so you’re not just talking at them—you’re speaking to what matters to them.

Jot Down Your Brand’s “Why”

Instead of a big mission statement, start simple. Grab a notebook or even a scrap of paper, and jot down a few lines about why your brand exists. Ask yourself: Why did I start this business? What impact do I want to make? How does my brand help people?

This doesn’t need to be perfect—it’s just a way to capture the heart of your brand. This first step helps you focus on what matters to your customers and will make your story easier to tell in a way that resonates.

This setup makes it feel quick and doable, encouraging them to capture their brand’s essence without overthinking. Let me know if this resonates!

“When you’re building an enduring brand, you have to start with your story. A great brand is a story that’s never completely told.”

– Howard Schultz (Starbucks)

Step 2: Craft the Journey

Every great brand has a journey. This is the story of how you got started, the challenges you faced, and the milestones that define where you are today. The journey is what makes your brand relatable and authentic. It allows people to see the real, human side of your business and understand the effort and heart that brought it to life.

Think about some of the brands you admire. Often, their journey began with humble roots or a specific challenge that they had to overcome. Veja, for instance, started out with the bold goal of making sustainable sneakers in a world that wasn’t paying attention to ethical production. Along the way, they faced countless setbacks and had to rethink how to manufacture and source materials. But each step in that journey became part of the story they tell today, showing customers that they stayed committed to their values despite the odds.

Your brand journey might not be as grand, but it’s still your story. Perhaps you are just starting, then the balance of the story might be about you, what brought you to this point, and what your dreams are for the company. Maybe you our further along the way, with humble beginnings in your home office, or maybe you had to pivot to overcome unexpected challenges. These moments aren’t just memories—they’re what give your brand depth and authenticity. Everyone wants to succeed, that is why there is such interest in personal stories, innocent people want to know the roadmap, what works and what doesn’t work. You are in a sense a trailblazer, you have tested the route.

Jot Down Key Moments in Your Brand’s Story

Building on the “why” you jotted down earlier, start to outline the key moments that shape your brand’s journey. This isn’t about writing a novel—just add a few lines about defining moments that brought your brand to where it is today. Start with why you began, then note any challenges you’ve faced, and finish with a few highlights or achievements that make you proud. Perhaps delve into your future dreams and your plans going forward. Together with your “why,” these moments form the building blocks of your brand’s story, helping you craft a narrative that resonates with your audience and makes your brand memorable.

 “The way to get started is to quit talking and begin doing.”

– Walt Disney

Step 3: Engage Across Channels with Consistency

Now that you have the foundation—your “why” and the key moments of your brand’s journey—think about how you can share it consistently across different channels. You’re not rushing out to post yet; this step is about planning and preparing to communicate in a way that’s true to your brand and easy to recognise.

From my experience, a common problem is that brands don’t communicate consistently across platforms, especially visually. This often happens because of weak planning or the mindset of “I’ll get to it later.” When opportunities arise, they find themselves without the visual assets needed to create that consistent, memorable experience for their audience.

To avoid this, think about the visuals that will bring your story to life. As a visual marketing company, we recommend creating a simple mood board that captures the essence of your brand’s look and feel. This could include colours, fonts, imagery, and style cues that align with your “why” and your journey. By having these visuals prepared in advance, you’ll be ready to create a consistent look across your Instagram feed, website, emails, and any other touch points.

Imagine a customer encountering your brand on Instagram, then visiting your website, and later seeing your products in a shop. Each of these “touch-points” should echo the same visual style and story, reinforcing the connection and reminding them why they’re interested in your brand.

Quick Tip: Choose One Story Element to Focus On

You don’t need to tell your entire story on every platform. Choose one core element—your “why,” a recent achievement, or a memorable challenge—and make it the focus of your next posts, emails, or updates. By using your brand story and mood board as guidelines, you’ll have visuals and messages ready to go, making it easier to communicate consistently without overthinking each time.

From my experience, too many brands try to be everything at once, spreading themselves across all channels. But the truth is, your ideal customers are likely concentrated on just one or two platforms. Think about where your audience spends most of their time—if you’re a fashion designer or jeweler, Instagram might be your best fit; if you’re in B2B, LinkedIn could be more effective. Instead of casting a wide net, focus your energy on the channels where your customers are most engaged. This approach builds recognition and trust over time with the right audience, in the right places.