The Top 5 Questions You Need To Ask Yourself When Creating a Brand Story


Creating a brand story. What does that mean to you? 

Creating a brand story is so, so much more than colours and fonts. 

However, creating a brand story is not that complex, it is simply telling a story. Painting a picture of your brand, your purpose and your values. It is not really about what you do, more why you do it. 

It is all the things that make up your brand. 

For example, Cone is a firm of accountants. 

But that is not our brand story.

Let’s take a look at what we do. We offer the compliance side of accounting, and we also provide business growth consulting.

But on our blog and social media, we are more than that.
As individuals, we are more than that. 
We offer more than that.

Our story consists of:


  1. Lifestyle 

  2. Wellness

  3. Technology

  4. Travel

  5. Remote working 


And that is what we talk about. All of these elements work alongside what we do. 

So with all this in mind, we wanted to share with you 5 questions to ask yourself to harness in on your brand story. Once you get clear on this, creating your brand story will flow. 

What is your purpose/mission drive? Reason to be?

Our purpose is to help small to medium creative businesses create a business-lifestyle blend by helping them with the compliance and growth of their business. 

It is our mission. We want to make it easy to understand and accessible for all of our clients, instead of this enormous and intimidating task. 

What is the pain point you have a solution for?

The pain point is the pain that your client or prospective client has. It is the thing your product or service helps to combat.

So for Cone, our clients have one or both of the following pain points:  Either they need help with their accounts or the need some guidance with consulting and knowing what to do to manage, maintain, grow and scale their business. 

They need more time to do what they need to do within their business. They do not want to spend time on compliance. 
They need someone to take away that pain. And that is us.

What is your unique solution?

Keeping with the example of Cone. We brand ourselves as ‘lifestyle accountants’.

Which means our focus is to help you streamline and grow your business so that you can live the life that you desire. 

To create a blend of business and lifestyle that means you live your ideal life.

Our unique solution is that we help you create your blend. We are there for the business side of things. We help you efficiently, with streamlined processes and technology
Our solution is unique as we focus on the 'why'. 

We want to be approachable and aligned with our ideal clients. 

What is the end result? 

The end result is that the clients can spend their time doing what they do best and what they love. Whether that is creative design and time with their family, or life coaching and time to travel.
We demonstrate this by sharing our own lives. The entire Cone Squad is remote. From our accountants Ben, Emily and Colin to our Office manager Evie and our marketing manager, Chloe.

We all live in different areas, living different lives but we all come together virtually every day with the common goal. 

What else do you offer? What else are you made up of?

This is what we were talking about earlier. The bits you do that make you, you. 

People will only follow you as long as you are entertaining, inspiring or educating them on something. 

If you only talk about your services and not how you can serve them, then the chances are they will not stick around.

In fact, we don’t really talk too much about our services on our Instagram at all, as it is not the place to do so.

We create our brand story on Instagram, and then there are of course links if someone wants to click through and take action.

You are essentially connecting with someone on a much deeper level than just what you can do.

We hope that this has given you a good insight into how you can kick-start your brand story. 
Once you have aligned with your purpose and really know your ‘why’ then creating a brand story will be so much easier.

We recommend that you come back to these questions on a  regular basis to ensure everything you do is consistent with your brand message and story.


About the author

Chloe Slade is the Marketing Manager here at Cone and focuses on creating content that brings business and lifestyle together. Chloe is keen makeup lover,  foodie and loves to work from luxurous destinations.