Every brand has a story. The question is—are you telling the right ones?
In today’s saturated marketing landscape, facts and features aren’t enough to stand out. If you want to connect with your audience, build trust, and drive action, storytelling needs to be at the heart of your brand strategy.
At Good Circle Marketing, we believe that purposeful marketing starts with powerful storytelling. But not all stories are created equal. Below, we’re breaking down five essential types of stories every brand should be telling—and why they work.
1. The Origin Story
Why it matters:
Your origin story builds connection. It reminds your audience that behind your product or service is a person (or people) who saw a problem and decided to solve it.
What to include:
- What inspired you to start your business?
- What problem were you trying to solve?
- What values guided you then—and still guide you now?
Example:
A local coffee shop shares how it started in a garage with one used espresso machine and a dream to bring neighbors together over a great cup of coffee.
SEO Tip:
Use keywords like “brand story,” “founder’s story,” or “how our business started” to help users looking to connect with your purpose.
2. The Customer Story
Why it matters:
People trust people more than brands. When you tell stories about real customers—how they found you, what problem they faced, and how you helped—you make your value tangible and relatable.
What to include:
- Who was the customer?
- What challenge were they facing?
- What changed after working with you or using your product?
Example:
A therapist highlights how one client learned to manage anxiety after years of struggling alone (shared with permission and anonymized, of course).
SEO Tip:
Incorporate keywords like “client success story,” “customer experience,” or “real results”—and use structured data or schema for testimonials if you’re embedding them.
3. The Mission Story
Why it matters:
Your mission story shows what you believe in and how your business makes a difference beyond profit. It’s ideal for brands that want to connect with conscious consumers and mission-aligned partners.
What to include:
- What causes matter to you?
- How are you giving back?
- How is your business part of a bigger solution?
Example:
A design agency shares how a portion of every client project funds creative internships for underserved teens.
SEO Tip:
Use phrases like “social impact,” “brand mission,” “giving back,” or “purpose-driven business.”
4. The Behind-the-Scenes Story
Why it matters:
Audiences are curious. Pulling back the curtain builds trust and humanizes your brand. Plus, behind-the-scenes stories often perform well on social media and blogs alike.
What to include:
- A look at your team, workspace, or creative process
- Challenges you’ve overcome as a team
- “Day in the life” content or production highlights
Example:
A bakery shares the early-morning routine of its head baker as she prepares dough before sunrise.
SEO Tip:
Use keywords like “behind the scenes,” “day in the life,” “meet the team,” or “how we work.”
5. The Future Story
Why it matters:
Talking about what’s next signals growth and vision. It invites your audience into the journey and helps them feel invested in what you’re building.
What to include:
- Big goals or dreams for your brand
- New projects or product launches
- Industry trends you’re watching and what they mean for your clients
Example:
A nonprofit shares its 3-year plan to expand services statewide and how supporters can help make it happen.
SEO Tip:
Target forward-looking keywords like “what’s next,” “coming soon,” “future of [industry],” or “brand vision.”
Final Thoughts: Storytelling Isn’t Optional
In a world full of content, stories are what we remember. They help us feel something. They build emotional bridges between brands and buyers. And when done well, they turn curious followers into loyal fans.
So don’t wait for a major milestone to start telling stories. Start now—with what you have, where you are. Because when you tell better stories, your marketing starts to work better too.
Want help shaping your story?
At Good Circle Marketing, we help purpose-driven businesses clarify their message and tell it well—online and off. Reach out today to learn how we can help build your brand’s storytelling strategy.