What makes a good brand story and why yours might be missing the mark

“Storytelling” is everywhere in marketing. Agencies promise it. Brands claim to do it. Audiences are said to want it. But if you strip away the buzzword, what really is a brand story?

More importantly, why do so many businesses think they are telling one when they are not?

A strong brand story is not just a timeline of company milestones. It is not a slogan or a logo. It is not even your mission statement written out in full. A real brand story is something people connect with. Something they remember. Something that gives your brand meaning.

Here is how to tell one that actually resonates.

Why most brand stories fall flat

Many brands approach storytelling as if it were a checklist. They talk about when the company was founded. They explain what they offer. They mention their values. Then they wonder why it does not land.

The problem is not the information. It is the lack of emotional weight. Most brand stories focus too much on the business and not enough on the world it exists within. They say what they do but not why it matters.

A good story does not explain. It reveals. It creates a feeling. And that is what most are missing.

The core ingredients of a brand story that builds meaning

Good brand stories are not written to sell. They are built to connect. They give people a reason to care and something to believe in. At their best, they offer audiences a sense of identity, purpose or belonging.

The strongest brand stories tend to share a few key qualities.

A point of view

A brand story is not just about what you do. It is about how you see the world. Do you believe in championing underdogs? That the beauty industry neglect mothers? That Yorkshire deserves more creative recognition?

When a brand has a clear point of view, it becomes more than a provider. It becomes a perspective people can share in.

A sense of purpose

Purpose gives a brand story weight. It might be broad or narrow, but it must be there. It could be about improving access, shifting perceptions or challenging the status quo. When your purpose aligns with the beliefs or values of your audience, your story starts to matter.

Real people and real emotions

Brands that connect emotionally tend to be remembered longer. Whether it is humour, comfort, pride or optimism, emotion is what makes a message stick. And the best way to get there is through honesty. Speak like a person. Avoid the corporate filter. Focus on the moments of feeling that exist around your product or service.

Repetition and consistency

You do not need to tell your full story in every post. But every piece of content should feel like it came from the same brand. Over time, repetition creates clarity. Clarity creates trust. And trust is the real currency of long-term brand-building.

Brands that are doing it well

Here are three brands using story in a way that builds identity and emotional connection. Each does it in their own voice, with their own purpose. None are perfect. But all have a story that feels alive.

Oddbox – Fighting food waste one box at a time

Oddbox delivers misshapen fruit and veg that would otherwise go to waste. But they are not just offering a cheaper grocery option. Their story centres on impact. A small act with a bigger result. The customer is part of a mission to reduce food waste, support farmers and challenge ideas about what “perfect” produce looks like.

Their tone is informal but purposeful. Their emails, packaging and website all reinforce the idea that doing good can be easy and even joyful.

Bloom & Wild – Thoughtful gifting, reimagined

Bloom & Wild is best known for flowers through the letterbox. But the deeper story is about thoughtfulness. Their point of view is that good gifting is personal, even when it is digital. They show this through their tone, photography and packaging, all designed to make you feel closer to someone, not just to send them something.

By positioning themselves as an antidote to impersonal retail, they have built a brand story that speaks to emotional closeness and care.

Visit Hull - 3 kids, 1 gallery, no filter

Visit Hull – More than you were expecting

Closer to home, Visit Hull uses story to shift perception. Their work does not just list attractions or push events. It leans into Hull’s creative identity, its community spirit and its pride in being different.

The story here is one of quiet confidence. You are invited to experience something real and unexpected. And that story runs through the photography, language and tone used across their channels. It turns the city into a character, not just a location.

Wrapping up

Your brand story is not a paragraph on your About page. It is the thread that runs through everything you do. It shapes how people feel about you. How they remember you. How they talk about you when you are not in the room.

If your current story feels vague, safe or forgettable, you might not need to rewrite it. You might just need to feel it more deeply. A good story does not always need polish. But it always needs heart.

Until next time, thanks for reading.