How Story Shapes Strategy: Finding the Narrative Behind Your Brand Voice

So She Scripted Contact
Oct 29
6 min read

In previous articles, we explored how So She Scripted’s three core writing types can work together to strengthen your brand and how a consistent brand voice deepens your connection with customers. But before your brand can sound consistent, it needs to understand its story.

That brand story includes everything from your brand’s motivations and the problems it set out to solve, to the values it stands for.

Once defined, your narrative becomes the underlying strategy that guides every word you write. It’s what turns your messaging from scattered to intentional – and your content from transactional to meaningful.

In this article, we’ll explore what “story” really means for a brand, the power it has in marketing, and how you can start building your own brand narrative.

The Power of Story: More Than Marketing

In today’s digital world, standing out as a brand goes beyond traditional marketing. It’s no longer enough to be noticed – you need to be remembered. And the best way to be remembered is through a story.

Every strong brand starts with a story – not a logo or a tagline. A meaningful story lingers longer than any slogan ever could.

Take TOMS, for example. The brand rose to fame in the early 2000s with its mission to give a pair of shoes to a child in need for every pair purchased. Their shoes were comfortable and stylish – but without that mission, TOMS might not have resonated as deeply.

A more recent example is Airbnb’s shift from “a place to stay” to “belong anywhere.” That small change transformed their message from transactional to emotional — from offering accommodation to offering belonging.

A clear story gives your brand strategy a human-centred focus – one that always ties back to your purpose and keeps your message grounded in meaning.

What “Story” Really Means for a Brand

Now, we’ve talked a lot about “story”, but what does it really mean for a brand?

When most people hear the word ‘story,’ they think of a brand’s origin tale or a catchy tagline. But your story is much more than that. At its core, it’s the reason your brand exists – and the change you want to make in someone’s world.

For a brand story to be memorable, it needs to have three layers.

Origin: Why your brand exists

The spark that started it all. What problem did you experience that prompted you to create something different?

Example: Canva was created to make design more accessible – regardless of skill level.

Mission: What problem you want to solve or what you want to change

Your brand’s “why now”. What gap are you filling?

Example: TOMS built its mission around giving back to those in need.

Promise: How your brand helps your audience transform

What your audience can expect to achieve or feel because of your brand.

Example: Airbnb’s promise is belonging – wherever you go.

Once you define these three layers, your brand voice begins to take shape naturally as your brand story becomes the emotional filter for all writing decisions – from tone to topic.

Remember that when defining your story, you’re not just writing your ‘About’ page — you’re writing your brand’s playbook. It’s what keeps your message consistent, even as your business evolves.

From Story to Strategy: Translating Narrative into Action

When your brand story is clearly defined, everything else starts to fall into place. Decision-making becomes more intuitive – from the kind of content you create, to the tone you use across platforms, to the values that guide what you publish.

Take Airbnb, for example. As a marketplace for homes, experiences, and vacation rentals, their story centres around belonging. That story shapes their strategy – from the topics they cover (travel experiences, local hosts, community stories) to the way they sound (warm, open, and human).

Now imagine if Airbnb suddenly started posting about financial wealth or stock investing. Even if the content was well-written, it would feel off-brand – transactional instead of inviting.

That’s the power of a clear story; it keeps your message anchored, so every piece of content feels cohesive and consistent as your brand grows.

Once your story guides your decisions, the next step is learning how it sounds in practice – that’s where your brand voice comes in.

How Story Shapes Your Brand Voice

Now that your brand story and strategy are defined, it’s time to bring them to life through your voice. While your story defines what you say, your voice determines how you say it.

Think of your brand story as the script, and your brand voice as the performance. The same words can sound entirely different depending on how they’re delivered.

For example:

If your story centres on care, your voice should sound empathetic and calm.
If your story centres on empowerment, your voice should sound motivating and confident.

When translating your brand story into your voice, there are a few key dimensions to keep in mind:

Tone: The emotional nuance of your writing.
Language: The vocabulary and phrasing choices that reflect your brand’s personality.
Rhythm: The pacing and flow that set your writing’s energy and mood.
Consistency: The thread that ties every piece of content back to the same voice.

Together with your story, these four dimensions form the blueprint for how your brand voice should sound.

If you’d like a deeper dive into how to maintain that voice, revisit Why Your Brand Needs a Consistent Voice — it expands on how tone and clarity build trust over time.

Your brand voice matters because it’s how your story sounds to the world and what makes your content instantly recognisable. Keeping that voice consistent isn’t just about style; it’s how you retain attention and build loyalty that converts.

Here are a few ways to keep your voice aligned with your story:

Revisit your brand story before major content projects. It helps ensure your tone and messaging stay rooted in purpose.
Create a brand voice guide. Document examples of what sounds like you and what doesn’t.
Use your story as a tone check. Before publishing, ask: Does this sound like our story in action?
Help your team internalise the story. When everyone connects with the narrative, consistency follows naturally.

When your story and voice are in sync, your content does more than communicate — it connects.

But remember: a strong story isn’t set in stone. It evolves as your brand grows — and that’s where story becomes a living strategy.

Bringing It All Together — Story as a Living Strategy

Let’s do a quick recap on what you’ve accomplished so far:

You’ve defined your brand story,
Turned it into a strategy,
And created the blueprint for your brand voice.

But a strong brand story isn’t something you create and forget; it’s something you live and evolve with. It should show up in every decision, post, and interaction with your customers.

So, what does it mean for a story to be “living”?

It means that while your core story remains consistent, the way you express that story evolves as your brand grows. Imagine your story as your brand’s heartbeat. It may adapt to different rhythms, but one thing stays true – it keeps beating.

You might ask – why does it need to change at all? As the saying goes, change is the only constant. The only certainty is that change will come – and your story should be ready for it. This can be in the form of growth, market shifts, or even customer opinions.

A “living story” strategy helps your brand stay relevant and adaptable – without losing authenticity. So why treat your story as a strategy?

Well, your brand story encapsulates why you exist, the problem you are solving, and your promise to your customers. This helps guide your content, tone, and business decisions – and becomes a filter for what fits with your brand and what doesn’t.

Remember, when you know your story, you know what to say no to. You stop chasing trends that don’t align with your vision and values, and stay true to your brand’s mission.

Here are some tips to help keep your story “alive”:

Revisit your story every 6 to 12 months: Check if your mission, audience, or core message has changed.
Document and share your story’s evolution: Update your brand guide whenever you pivot or grow, and share your journey with your team.
Listen to your audience: Evaluate customer feedback to understand how your story is received – and how you should evolve.

These steps ensure your story doesn’t just stay true – it stays alive. A story that’s lived, not just written, can be your brand’s most powerful asset in providing direction, cohesion, and heart.

Every brand evolves – but the ones that lead with story grow with purpose.