What Questions to Ask When Crafting Your Brand Story

Your brand story isn’t just what happened—it’s why it matters.

It’s the emotional thread that ties everything together: your vision, your voice, your visuals. And when told well, it makes your brand memorable, relatable, and trustworthy.

Let’s walk through the questions that help uncover the parts of your story that actually connect. Not just to fill space on a website—but to create a through-line across everything you put into the world.

Start With the Foundation

These are the essentials. You can’t build a brand story without clarity here first.

✦ What are your core values?

These aren’t just words for your About page—they’re what shape how you show up. What do you believe in? What won’t you compromise on? Your values should shine through in your tone, your visuals, and even who you work with.

✦ What is your mission?

Your mission is your purpose in action. Why does your business exist—and what change are you here to create?

✦ What’s your long-term vision?

Where are you going? What do you want your brand to grow into? Your story should give people a reason to stay on the journey with you—not just celebrate the origin point.

Add the Human Layer

Now we get personal. This is what makes your story yours.

✦ What inspired you to start this?

Go back to the beginning. What moment made you say, “I have to do this”? Whether it was a life experience, a market gap, or a mission on your heart, that origin moment is a key anchor.

✦ What challenges have you overcome?

Don’t skip this part. The obstacles you’ve pushed through create connection. People trust transparency, not perfection. Your resilience builds credibility.

✦ How do you want to impact the people you serve?

Think about your audience’s transformation. What are they able to do, feel, or experience because your brand exists?

Make Your Brand Story Connect with the Right People

This is where your story becomes a strategy.

✦ Who are you speaking to?

You can’t tell a story that sticks if you don’t know who it’s for. Get clear on your audience—not just their demographics, but their mindset. What are they craving? What do they need to hear?

✦ What makes you different?

There’s something about you that no competitor can replicate. It might be your approach, your process, your vibe, or your background. Call that out. Make sure it shows up in the way you tell your story.

✦ What emotion should your brand evoke?

Every brand makes people feel something. What do you want your audience to feel when they interact with your content or products—trust? curiosity? empowerment? This emotion should inform how you share your story across platforms.

Tips for Telling Your Brand Story Well

Let’s turn those answers into a story that moves.

• Be honest. People connect with truth, not polish. You don’t have to share everything—but what you do share should feel real.

• Be vivid. Don’t just say “we care about impact.” Show how. Bring in examples, visuals, or moments that illustrate your values in action.

• Be consistent. Your brand story isn’t a one-time paragraph. It should echo across your website, social, emails, packaging—everywhere.

• Be intentional. Every detail you share should support the bigger picture. Keep your message clear and rooted in your core positioning.

Real Brands Doing It Right

✦ Glossier

Started as a blog. Built a cult following through honest beauty conversations. Their brand story focuses on real routines, not marketing fluff—and it shows.

✦ Oatly

Their quirky, irreverent voice makes oat milk memorable. Their packaging, ads, and copy all lean into a brand story that questions norms and builds community.

✦ The Lip Bar

Founded to challenge beauty standards. Their story doesn’t shy away from the founder’s journey and the barriers she faced—and that’s what makes the brand powerful.

Final Thoughts

Crafting your brand story isn’t about getting every word perfect. It’s about getting clear. Clear on who you are, who you’re for, and how to tell that story in a way that feels honest—and actually builds connection.

Need support crafting yours?

 A brand story isn’t something to rush. Our Brand Assessment helps you uncover what’s working, what’s not, and how to evolve your story into a strategy. [Start here →]