Every business has a story. The difference between the brands people remember and the ones they scroll past is how clearly that story is told.
If you think of brands like Virgin, the man behind it is the start of the story that engages with people and hooks them into the brand’s journey.
For many organisations, marketing becomes a list of services, achievements or updates. Useful, yes, but often forgettable. A strong brand story goes deeper. It explains who you are, why you exist and what drives the way you work. It builds relationships and becomes a ‘must-have’. Marketing a brand like this requires a strong personality such as Aldi and the creativity and bravery to really produce content that people engage with – think of the Lewis Cap’Aldi’ stunt.
Start with Your Purpose
Your brand story does not begin with what you sell. It begins with why you do what you do.
That might be a gap you noticed in the market, a problem you wanted to solve, something you could do better than others, or a belief about how things should be done differently. This normally starts with passion, that in itself will set the business apart. These motivations give your brand meaning and help people understand what the business stands for, the brands Mission, Vision and Values.
At The Marketing Associates, this is always our starting point. Before any content is created, we work with clients to uncover the purpose that sits beneath the brand and make sure it is clear, honest and relevant. It also needs a hook. Why would people be interested in your business, what is the brand story that is of interest, different or helpful. What makes people buy your professional services over and above your competitors?
Put People at the Centre
People connect with people, not business jargon.
Your story should reflect the humans behind the brand and the humans you help. Clients, team members, founders and partners all play a role in shaping how your brand is experienced. Sharing real journeys and real outcomes brings your work to life in a way that feature lists never can.
If you look at brands like Apple or Tesla, Virgin or even Meta, anyone can name those founders because they are the personalities behind the brand.
We help brands identify which stories matter most to their audience and how to tell them in a way that feels natural, not forced.
Be Consistent Wherever Your Brand Appears
Your brand story should not live in one place. It should run through your website, social media, email marketing and day-to-day communications.
Consistency does not mean repeating the same message word for word. It means maintaining the same tone, values and point of view. When everything feels aligned, trust builds quietly over time.
This is where many brands struggle. At TMA, we help bring structure and clarity so your story feels joined up, no matter where people encounter your brand.
Show Progress, Not Perfection
The most believable stories are rarely flawless.
Audiences relate to growth, learning and progress. Sharing challenges, changes in direction or lessons learned can strengthen credibility when done thoughtfully. It shows that your brand is real, reflective and evolving.
We often encourage clients to see their story as an ongoing journey rather than a finished statement. That mindset makes content easier to create and more engaging to read.
Keep It Clear and Human
A good brand story should sound like you, not a marketing template.
Plain language, a confident but approachable tone and a clear point of view go a long way but if this isn’t the brand’s personality then it means nothing. If you would not say it out loud to a client, it probably does not belong in your brand story.
A good marketing person or agency should not look to replace a brand’s voice but to help express it more clearly and consistently.
Turning Story into Strategy
When your brand story is well defined, marketing becomes more focused. Content decisions feel easier. Messaging becomes more confident. Your audience understands not just what you do, but why it matters.
This is where storytelling moves from a nice idea to a practical tool. It supports brand growth, builds trust and helps attract the right clients for the long term.
At The Marketing Associates, we work closely with brands to shape stories that feel authentic and useful, not over-polished. Stories that reflect who you are today and where you are heading next.
If your brand story feels unclear or under-used, it may just need space, structure and the right questions. And that is often where the real story begins.
Visit www.themarketingassociates.co.uk.
Get in touch with us.
tabitha@themarketingassociates.co.uk or call 01233 720379
Click here to read more blogs, and feel free to follow us on LinkedIn.
At The Marketing Associates, we specialise in strategic freelance marketing support for professional service practices, providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.