In a busy business networking world, I often hear the same question over and over again: “Tell me about yourself. What’s your story?” And there’s a reason for that. This is how the human brain works. We connect through stories. We remember stories. And, yes - we buy stories.
This isn’t just about making an impression. It’s about how we form trust. In both personal and business relationships, the fastest way to connect is through narrative; not facts or features, but meaning. And that’s why storytelling isn’t a nice-to-have in branding. It’s essential.
We all know the big brands that do it well. Nike doesn’t sell shoes - they sell the belief that greatness lives in everyone. Their campaigns aren’t about the shape of the sole or the materials in the fabric. They’re about perseverance, courage, and human triumph. That’s why people don’t just buy Nike. They believe in Nike. They wear the story.
But what if you’re not Nike? What if you’re a consultancy with three people, a creative agency, a membership organisation, or a micro business doing your best in a noisy world? You don’t have a celebrity ambassador or a million-pound budget. But you do have something powerful: a reason for doing what you do, a set of beliefs, a few customer stories you’ll never forget, and the ability to speak with authenticity.
That’s where your Brand Story comes in.
Your story isn’t a slogan. It’s not your ‘About Us’ page. It’s the emotional thread that runs through everything, from the way you answer the phone to how your proposals are written. A Brand Story brings your Brand Idea to life. It connects you with your customers, aligns your team, and gives people something to believe in.
A Brand Idea is the short and meaningful outward expression of the essence of your business. It helps your customers understand what to expect from you. And just as importantly, it helps your team know what they’re expected to deliver. It’s a one-sentence answer to the question: “What does your company really do?” That idea, when expressed as a story, becomes a powerful tool. It invites emotional reactions. It makes your message memorable. And it becomes a reason to choose you - again and again.
Many small business owners think they don’t have a story. But they do — they just haven’t shaped it yet. Ask yourself: Why did we start? What do we believe in? When did we make a real difference to a customer? That’s where the real story lives.
Here’s mine. In 2015, I was commissioned to build a website for the British and Commonwealth Chamber of Commerce in Finland. It began as a web design project - but as I brought my understanding of visual storytelling to life, I found myself becoming more engaged in the Chamber’s mission. I organised the first event, then the second. Some lapsed members re-joined. And before long, the board proposed I become Executive Director.
Over the next three years, we rebuilt the organisation from the inside out. Membership grew by 500%. Retention reached 95%. We received the award for Best Small Chamber of the Year among British Chambers in Europe. I had done it, and not with a huge budget, but through focus, personal engagement, and clear messaging. I understood what it meant to build trust, communicate purpose, and keep people engaged after the initial sale. That experience became the foundation for the After-Sales Marketing consultancy where I now help others do the same.
Such a story shapes everything. It influences how you speak, how you present your work, and the kind of clients you naturally attract. It gives you the confidence not just to explain what you do, but to express what you stand for. That’s where the real connection happens.
When people connect with your story, they don’t just buy. They stay. They share. They want to be part of what you’re building.
You don’t need flashy content or expensive campaigns. You just need a real story and the consistency to keep telling it, honestly and clearly.
That’s what a strong Brand Story can do. It brings the right people to your business. It helps you grow through trust, not just transactions. And it turns your customers into partners on the journey, not just because they like what you offer, but because they believe in what you believe.
So the next time someone asks, “Tell me about yourself”, don’t list your services. Tell Your Story.
