Three questions to build your brand story
A strong brand story sits at the intersection of who you are and what your audience needs to understand about you. It’s not about having a dramatic origin story — it’s about clarity, connection, and intention.
Every business has a story. And no two stories look the same.
One of my favorite quotes is from the book Start With Why by Simon Sinek. "People don't buy what you do; they buy why you do it. And what you do simply proves what you believe."
That idea holds up because it’s true. People choose businesses they trust, relate to, and feel comfortable with. Your brand story helps create that connection.
Why Your Brand Story Matters
Your brand story gives people context. It helps them understand:
What you stand for
How you think
Why your work exists in the first place
When done well, it builds trust before the sale and makes your marketing feel more human — not scripted or salesy. And the good news? Your brand story doesn’t need to be complicated.
How to Use Your Brand Story
Your brand story should show up naturally across your business, including:
Your website (especially your About page)
Your elevator pitch
Social media and email content
Client testimonials and case studies
Behind-the-scenes moments that show how you work
When your story is clear, it becomes a tool you can return to again and again — guiding how you talk about your business and helping people feel more connected to it.
Three Questions to Shape Your Brand Story
I like to break brand storytelling into three simple parts: The Why, The What, and The How.
You don’t need perfect answers. You just need honest ones.
1. The Why
Why did you start your business?
Was it driven by a passion you couldn’t ignore?
A problem you wanted to solve?
A season of life that pushed you in a new direction?
If this feels hard to answer, think back to what first pulled you into your industry or what motivated you to take the leap in the first place.
2. The What
What motivates you now?
What keeps you excited about your work?
What kinds of wins matter most to you?
What parts of your business bring you the most satisfaction?
This helps people understand what you value — not just what you offer.
3. The How
How do you want your business to impact your customers?
How should working with you make them feel?
What change do you want to support or create?
What tone fits your brand best — calm, educational, encouraging, approachable?
Your story should reflect the experience you want people to have, not just the services you provide.
Bringing It All Together
Once you’ve answered these questions, combine your responses into a short paragraph or two. This becomes your working brand story — something you can refine over time and use as a reference when writing website copy, emails, or social content.
It doesn’t have to be perfect. It just has to be true.
A Brand Story Example
Here’s a short example from Pondering Mind Creative:
Pondering Mind Creative was built on the belief that thoughtful strategy and clear systems help businesses grow with confidence. By taking a big-picture approach to marketing and processes, each project is designed to support what a business needs today while leaving room for where it’s headed next.
At the core of this work is a focus on the people behind the brand. Creating space for clarity, creativity, and collaboration allows business owners to feel supported, prepared, and ready to move forward.
Your product or service is what drives revenue, but your brand story is what helps people feel confident choosing you. When your story is clear, your marketing feels more natural, more consistent, and easier to maintain over time.
If you’re looking for tools to help clarify your message or put your brand story into action, you’ll find practical resources inside the Resource Studio to help you get started without overthinking it.
