Why Your Brand Story Isn’t Your Timeline (And What It Should Be Instead)
I can’t tell you how many times I’ve asked someone about their brand story, and they’ve replied with a long history lesson. “Well, we started in 1992, then in 2003 we expanded, then in 2011 we rebranded…”
That’s not a story. That’s a timeline.
And here’s the problem: timelines don’t connect with people. They’re information. They’re the kind of thing you’d stick in an annual report or a PowerPoint deck. And while there’s nothing wrong with that, it’s not what makes people care.
A story, on the other hand, creates meaning. It sparks emotion. It gives people a reason to pay attention and a reason to remember you. And if there’s one thing I know after years of working in TV, speaking on stage, and coaching leaders — it’s this: people don’t buy facts. They buy stories.
Your story isn’t about what happened. It’s about why it matters.
Your brand story isn’t about dates or milestones. It’s about why you exist and the difference you make.
Think about it like this: when you meet someone new at an event, do you win them over by listing every job you’ve ever had? No. You connect by sharing something real. Something that shows them who you are, what you stand for, and why it matters to you. The same goes for your brand.
People want to know:
- Why do you care about what you do?
- What problem are you passionate about solving?
- What impact do you create for the people you serve?
That’s your story. And that’s what makes you memorable.
Timelines don’t build trust. Stories do.
I once worked with a client who had a fantastic business but couldn’t understand why their messaging wasn’t landing. Their “brand story” was three pages of history, complete with every date, every expansion, and every product line. It read like a museum tour.
When we stripped it back, what we uncovered was a powerful story: the founder had started the business after a family experience that left them determined to help others avoid the same pain. That story carried heart, purpose, and credibility. It wasn’t polished. It was real. And it transformed the way their customers connected with them.
Because here’s the truth: people don’t just want to know what you do. They want to know why it matters.
A simple framework
If you’re not sure where to start, here’s a quick way to reframe your brand story:
- The spark – Why did you start? What moment, experience, or frustration pushed you into action?
- The mission – What problem do you solve and why does it matter?
- The impact – How is life better for the people who work with you?
That’s it. No lengthy backstory required. Just a clear, human narrative that people can connect with.
Your turn
So next time someone asks about your brand story, resist the urge to rattle off a timeline. Instead, tell them:
- Why you started
- Who you help
- And what changes because of you
That’s the story that sticks.
Because facts might tell. But stories? Stories sell.
And if you need hands on help, reach out!
