Every Brand Has a Story to Tell. If you believe in what you do, how you do it, and why do it, you have a powerful story to tell. Belief always translates into passion and conviction. And passion and conviction are what builds brands — in the B2C, B2B and Non-Profit worlds. SOME QUICK QUESTIONS to consider when crafting your own brand’s story: Brands are bigger than features and benefits — what human relationship does your brand create? Brands are a living experience — what experience, not merely a promise, does your brand deliver? Bullet points don't build brands — what role does your brand play in the lives of its buyers? Who truly owns your brand? You do, of course, but how much of your brand does your customer own? Brand voices are like choirs not soloists. Many voices but a single story. What story are you telling at every touchpoint?