The brand story or brand narrative tells in a compelling way the origin, purpose and added value of a company or organisation. It formulates the needs of the target group and explains how these are met.

The services or products as well as the company's approach and core values are highlighted. With words, but just as well in the way the brand story is written: the tone of voice and well-considered choice of words immediately give the reader an impression of the company's values and standards.

Your brand positioning becomes fully clear in the brand story. This text gives your company character, identity and allows you to stand out from the competition. Even if your products or services are similar, your approach and purpose may be different. By communicating about it transparently and appealingly, you build trust with your target audience in an authentic way.

In addition, the brand story provides the ideal basis to build your entire communication around. It is the core briefing for your marketers and copywriters. If they consistently apply the same tone of voice and words and repeat them in the copy of your website, mailings, brochures and social media, your core message remains pure and crystal clear for your target group.