People Remember Stories, Not Feature Lists

Your origin story brings meaning to your mission.
A strong brand story weaves together the problem you’re solving, the reason you started, and the bigger vision you’re working toward. It’s how you create connection, inspire belief, and move beyond transactional messaging.

Why it's Important

Humanizes your brand and builds emotional connection
Makes your mission and product more memorable
Helps customers and investors understand your “why”
Differentiates you from brands that only compete on features
Aligns your internal team around a shared purpose

How to Implement

Start with the problem—what did you or others experience that needed solving?
Describe the moment or insight that led to starting the company
Talk about the early journey—what you built, learned, or overcame
Define the mission that drives your team today
Highlight the human element—founders, users, values, or community
Keep the tone authentic, clear, and free of overhyped language
Tell your story visually and verbally (landing page, decks, about page, investor materials)
Revisit it periodically to reflect growth while staying rooted in truth

How You Know You Got It Right

Customers reference your story as a reason they trust or love your brand
Your team feels aligned and motivated by your mission
The story is consistent across pitch decks, PR, and web copy
Investors and partners quote your founding insight back to you
It reinforces your positioning and personality
New hires say, “I joined because of what you stand for”
Your community rallies around the story as a shared narrative

Real-World Examples

Airbnb

Story: Two friends rented out air mattresses to pay rent—now they help people belong anywhere

Outcome: The story humanized a marketplace and made it emotionally accessible

Figma

Story: Frustration with design silos led to building a collaborative tool for everyone

Outcome: Positioned the brand as a platform for openness and inclusion in design

Glossier

Story: Born from a beauty blog and community feedback, not top-down product design

Outcome: Built emotional trust with an audience that felt seen and heard

Make It Better

Anchor it in a real moment—not just a general market trend
Speak plainly—avoid buzzwords, vision-speak, or jargon
Use names, emotions, and details to make it relatable
Share it internally so everyone can tell it in their own words
Turn it into a visual timeline, explainer video, or founder message

Don't Make These Mistakes

Telling a story without a real person or insight behind it
Using vague phrases like “we wanted to disrupt the space”
Writing it only for the website instead of the team and community
Failing to update the story as your brand evolves
Hiding the messiness or lessons that actually make it real