Want to Build a Thriving Brand? Here’s the One Essential Factor Most Overlook

In the 1910s, a young woman worked in a small sewing room in Paris, using whatever materials she could find to create her designs. She didn’t come from wealth, but she had a bold idea, women’s clothing didn’t need to be tight, frilly, or uncomfortable. Instead, she imagined clothes that would let women move freely and feel confident. With this simple but powerful idea, she slowly gained a following as more women began to see the beauty in her designs. That young woman—known today as Coco Chanel—went on to build one of the most famous fashion brands in the world, forever changing the way we think about style and elegance.

The power of a story

Most start-ups and even established businesses overlook the power of a ‘story’ that people can genuinely connect with. In today’s marketing world, we already know that when it comes to brands, people tend to focus on the individuals behind them—their struggles, successes, and future aspirations. Think of iconic figures like Steve Jobs, whose journey with Apple went beyond products, his vision and persistence inspired millions. Or consider Richard Branson, who built Virgin from scratch, making his adventurous personality part of the brand’s charm. Then there’s Anita Roddick of The Body Shop, who took on the beauty industry with her bold ethics and passion for sustainability. And let’s not forget Dietrich Mateschitz, the driving force behind Red Bull, who created an entire lifestyle around energy and adrenaline. What do they all have in common? They have a story that people know.

Each of these stories shows us that a brand’s story is more than just a marketing term—it’s something we encounter every day on Instagram, YouTube, and television. We follow certain people and brands because we feel like we know them, we trust them. A brand story is simply this – the journey, the values, and the people behind a brand. It’s the connection that keeps us coming back.

 

“Stories are more memorable than facts. If you want to create a lasting impact, tell a story that’s worth hearing.”

– Simon Sinek

So what do we consider  a ‘brand story’

A brand story isn’t something special just because it has the word “brand” in front of it, you could argue that everyone has a brand story, whether they run a business or not. A brand story is the unique journey and personality that makes you special and helps people feel connected to you.

For Chanel, the story is all about the woman behind it—Coco Chanel. In a time when most fashion houses were run by men, Coco stood out. She was bold, independent, and ahead of her time. She believed that women’s clothing should be comfortable and elegant, a fresh idea back then. Coco’s own life wasn’t easy, she started with almost nothing, faced many challenges, but turned her ideas into a whole new style.

People don’t just love Chanel for the clothes, they love the story of Coco herself—a strong, recognisable character who broke the rules and made elegance simple and timeless. This connection to Coco’s story is what makes Chanel more than just a brand, it’s something people remember and admire. That’s the power of a brand story—it adds meaning to what a company makes.

 

What is the difference between a ‘brand story’ and a ‘brand’

The link between a brand story and the word brand is that a brand story gives depth, personality, and meaning to the brand itself. While a brand typically includes the visual elements, like a logo, colours, or slogan, and represents the overall identity of a business, the brand story is what brings it to life. It explains the journey, values, mission, and unique qualities behind the brand—why it exists, what it stands for, and why people should care.

In essence, the brand story is the why behind the brand. It’s what connects the brand to people on an emotional level, helping them understand, trust, and ultimately choose it over others. Without a compelling story, a brand is often seen as just another name or product in the market.

Nike isn’t just known for its swoosh logo or its “Just Do It” slogan—its brand story is deeply rooted in the values of determination, overcoming obstacles, and striving for greatness. Nike was founded by former track athlete Phil Knight and his coach Bill Bowerman who wanted to make high-quality shoes for athletes. Their story is one of humble beginnings, innovation, and pushing limits. The brand story reflects the journeys of athletes everywhere, encouraging people to push through challenges and reach their potential.

When consumers see the Nike logo, it’s more than just a brand mark, they connect it to the powerful story of resilience and athletic achievement that Nike has built. This connection creates a strong emotional bond, making people not only recognise the brand but also feel inspired by what it stands for.

 

Where we often fail

Most businesses I work with believe they don’t have a story worth telling. They think, “We offer something people need. Isn’t that enough?” This perspective is often enforced by the fact they survive in a market with plenty of competition and are well-known locally. They don’t feel the need for much advertising. But here’s the question I ask them…

When people have choices, why should they pick you?

 

Think about how you make your own buying decisions. Maybe you shop at a local store because you went to school with the owner and know the adversity he faced or you tried a product because a friend told you the story behind their purchase. Maybe your kids came home talking about some new ‘thing’ and it inspired you to buy it. In every case, there’s a story behind it—a connection that led you to choose that product or service.

Do you ever feel like your business doesn’t really have a story?

I’ve been helping brands tell their stories for over 20 years and I hear it all the time. But that’s simply not true. Everyone has faced challenges, celebrated successes and holds dreams for the future—these are the experiences that make each story unique. This is what makes you interesting. Think of Richard Branson a  David and Goliath story, he single-handedly took on British Airways. I remember purchasing a ticket on Virginia Airways in my youth, just to support this adventurous ‘small guy’ …this giant slayer. His history, challenges, failures and ultimate success is a journey that intrigues, it’s the reason people engage with Virgin. It’s a brand story that inspires millions to dream big.

 

A study from the Edelman Trust Barometer shows that 81% of consumers say brand trust is a deciding factor in their purchase decisions. Building trust through a brand story can be an effective way to foster this trust, as consumers tend to be more loyal to brands they trust.

Why is a Story So Important for Success?

In today’s noisy world, standing out is harder than ever. Your brand needs a unique point of difference to rise above the noise and get noticed, but one of the biggest challenges I see in my work is simply having something interesting to say when advertising a business. Whether you’re promoting, putting out social media posts, building PR or speaking to a journalist, you need a story that captures attention. From my own experience, when I meet Journalists they begin with the same question: “What are you up to? Anything interesting?” When that moment comes, you want to be ready. A unique brand story gives you something valuable to share, and it’s what helps people remember and trust you.

 

According to the Rule of 7 in Marketing (an old but proven principle), potential customers need to see or hear about a brand at least 7 times before they’ll consider purchasing. This supports the idea of creating multiple points of contact to build brand awareness and trust.

Strong engagement and loyal followers aren’t just “nice to have”—they’re essential. With so many choices, and with trends and competition constantly shifting, a well-built story keeps your brand relevant and recognisable. When you share your story across various channels, like Instagram, a shop window or even word-of-mouth recommendations, it creates multiple contact points that build familiarity and trust. This connection is what will make people choose you over others when they’re ready to buy. A strong story sets you apart, keeps people engaged, and makes sure they remember you.

 

What’s your unique story?

Don’t underestimate the power of your own personal story—it’s essential for building trust and even friendship with potential customers. By sharing your story regularly across different channels—like Instagram, your shop window, recommendations from others, or even the local newspaper—you create multiple chances for people to notice and remember your brand. Research shows that after several interactions, people start to trust a brand. But to really make an impact, you need to give them something interesting to talk about, something to remember.

It is important to realise that a brand isn’t just a physical thing—it’s what people say about you, your products, and your services when you’re not around. While you can’t control the conversation, you can guide it by regularly sharing interesting stories about your business.

This is just a glimpse into the power of a brand story. For more insights on building a unique and memorable brand, visit our magazine at visualpizza.com.

 

Author:

Patrick McHugh: Raised in Greenwich Village in NYC, Patrick has spent 25 years working in New York, London and Dublin for some of the world’s most recognised brands. He runs a creative practice Visual.Pizza helping brands big and small to shine a light on their business with an effective yet quiet ‘visual’ approach. Patrick speaks regularly to industry groups about ‘not making noise in a noisy world’.