The 3 Brand Stories Every Brand Should Tell

In a an ever increasingly noisy world what truly cuts through the noise is a good story. As a brand leader you’re not just selling a product – you’re selling an emotional experience and a set of values. People today crave authentic connection and meaning from the brands they support. In fact, research shows that stories stick in our minds far more than plain facts (up to 22 times more memorable!) You can rattle off features and specs all day, but a compelling narrative will win hearts, minds, (and wallets) in ways a list of benefits never could. In 2025 and beyond, the brands that win won’t be the ones shouting the loudest; they’ll be the ones telling the best stories.

So how do you actually harness storytelling for your brand? It starts with understanding the kinds of stories you need to tell. Below we break down three essential types of brand stories – your overarching brand story, your brand narrative or “big idea,” and your founder’s origin story – and why each matters more than ever.

‍

Story #1: Overarching Brand Story – The Big Picture

Every great brand needs a core story that defines who they are, what they stand for, and why they exist. This is the high-level narrative that should thread through all your messaging. An overarching brand story often follows a hero’s journey structure (popularized by frameworks like StoryBrand): your customer is the hero with a problem or aspiration, and your brand is the guide or solution that helps them achieve their goal. The result is a clear, relatable storyline that positions your audience at the center and your product or service as the supporting character that enables their success.

Why does this big-picture story matter so much? Because it gives coherence and meaning to everything your brand does. It’s the “story of why” behind your mission, the foundation on which you build loyalty and trust. When someone asks what your brand is all about, this overarching story provides the answer in narrative form – beyond just “we sell X.” It highlights the problem you solve and the change you promise in customers’ lives.

For example, Nike’s overarching brand story isn’t about shoes or apparel – it’s about empowerment. Nike consistently casts the everyday person as an athlete-hero overcoming odds, with Nike as the coach encouraging them to “just do it.” The brand’s mission to bring inspiration and innovation to every athlete (and remember, “if you have a body, you are an athlete,” as co-founder Bill Bowerman said) underpins all its messaging. Similarly, Apple invites customers into a narrative of creativity and rebellion against the status quo. From the iconic 1984 Macintosh ad to the “Think Different” campaign, Apple’s story positions the user as the visionary innovator, while Apple provides the tools to unleash that inner genius. In both cases, an overarching story makes the brand’s purpose crystal clear and emotionally resonant. It’s a story big enough to live everywhere – from a tagline, to an ad, to a pitch deck – providing consistency across all touchpoints.

Tip: Craft your own brand’s master story by defining the hero (your customer), their challenge, and how your brand guides them to a happy ending. Keep it simple and human. This isn’t an elevator pitch full of jargon – it’s a clear, relatable tale that anyone, from your team to your customers, can understand and retell. When your overarching brand story is strong, it acts as a North Star for all your content and decisions.

‍

Story #2: Brand Narrative (The Big Idea) – The Brands Theme

Beyond your core story, great brands also have a signature narrative or “big idea” that threads through campaigns and conversations. Think of this as the central theme or cause your brand champions – it’s the rallying cry that makes people care about your mission on a deeper level. Your brand narrative often expresses a worldview or belief that resonates with your target audience’s values and lifestyles.

While the overarching story defines who you are and who you serve, the brand narrative brings that to life in culture. It’s the difference between simply saying what you do versus consistently showing why it matters. For lifestyle brands, this big idea is usually tied to aspirations or movements: a fitness brand might promote self-growth and community, a wellness brand might crusade for balance and self-care, an outdoor brand might stand for environmental stewardship. This narrative sets you apart by giving people something bigger to believe in and rally around, not just a product to buy.

Real-world brands illustrate this well. Lululemon, for instance, built its narrative around mindful living and community empowerment. They’re not just selling yoga pants; they’ve fostered a “sweat life” culture where stores host yoga classes and customers feel part of a wellness tribe striving for personal growth. Likewise, Airbnb grew on the big idea of “Belong Anywhere.” From day one, their story has been about belonging and connection across cultures – a narrative that turned a simple room-rental service into a movement of worldwide community and trust. Every Airbnb campaign, from user-generated host stories to heartfelt videos of travelers feeling at home abroad, reinforces that overarching theme of belonging. This kind of consistent narrative is magnetic: it attracts like-minded customers and turns them into a community that shares and spreads your story for you.

Tip: Identify the core idea or value at the heart of your brand that goes beyond your product. Ask yourself, “What do we believe that our customers also passionately believe?” That’s your narrative seed. Cultivate it in your content, hashtags, events, and collaborations. When your brand is known for a big idea or point of view, you transcend being just another vendor – you become a leader of a lifestyle or movement. In an age where consumers align with brands that reflect their identity, a strong narrative is your glue for long-term loyalty.

‍

Story #3: Founder’s Origin Story – Your Personal Journey

Finally, one of the most powerful storytelling assets you have is your own story – the founder’s origin tale. Especially for small and growing lifestyle brands, the story of why you started this business can be a goldmine for building authenticity and trust. People love to hear the human behind the brand: your struggles, epiphanies, and the passion that drove you to create something new. Sharing how the brand came to be turns a faceless company into a relatable personality and invites your audience to emotionally invest in your journey.

A compelling founder’s story typically highlights the problem or personal need that inspired you to act. It might involve a moment of inspiration, a hurdle you overcame, or a gap you spotted in the market from your own experience. When told well, this story does more than satisfy curiosity – it adds credibility (you built your business for a real reason, not just to make a buck) and often mirrors the values your brand stands for. In other words, your origin story can become the emotional backbone of your brand’s identity.

Consider Glossier, the beauty brand that sprang from founder Emily Weiss’s personal passion and insight. In 2010, Emily started a blog (“Into The Gloss”) where she interviewed women about their beauty routines. She noticed readers yearned for a more authentic, skin-first approach to beauty, so she set out to create products informed by that community’s input. Glossier’s origin story – from a Vogue assistant blogging in her free time to a founder of a $1B brand built with her audience – resonates deeply with customers. It’s not just inspiring; it directly reinforces Glossier’s ethos of listening to real people and celebrating natural beauty. Similarly, Patagonia’s entire brand DNA is rooted in founder Yvon Chouinard’s personal story. Yvon was a climber who began blacksmithing his own climbing gear in the 1950s because he wanted equipment that was kinder to the rock and the planet. That small start grew into Patagonia, with a mission to “save our home planet.” To this day, the company’s environmental activism and “buy less, buy better” messaging echo its founder’s origin – a passion-driven pursuit to protect nature. These founder stories aren’t just feel-good anecdotes; they actively shape how each brand behaves and how customers perceive them. When an origin story highlights a bigger purpose or a relatable struggle, it humanizes the brand and invites people to join that journey.

Tip: Don’t be afraid to get personal. Share the “aha moment” that sparked your business, or the obstacles you faced early on and what kept you going. Even if you’re not a natural storyteller, speak from the heart – authenticity is more important than polish here. Tie your personal story to the values your brand represents today. This helps customers connect the dots (“Oh, this is why they care so much about X!”) and trust that your company is built on something real. A founder’s story told with honesty and heart can inspire a tribe of believers in your brand’s mission.

‍

Bringing It All Together (and Crafting Your Story)

It’s clear that brand storytelling matters now more than ever – it’s how you stand out in saturated markets, build genuine relationships with customers, and future-proof your brand in a fast-changing world. Your overarching brand story provides the guiding light, your brand narrative/big idea sparks passion and community, and your founder’s origin story adds soul and credibility. When you weave these narratives together, you create a rich tapestry that makes your brand memorable, relatable, and unmistakably you. Remember, facts tell but stories sell – and they build loyalty, too. The lifestyle brands that thrive (from global icons to emerging startups) are those that make storytelling a cornerstone of their brand strategy.

Ready to craft a powerful story for your own brand? Let Studio Wisdom be your guide.Your brand’s next chapter starts now – get in touch with Studio Wisdom, and let’s tell your best stories.

‍