We’ve compiled the most useful free brand story templates for CEOs, CMOs, brand managers, creative directors, marketers, and advertisers, as well as helpful tips for filling out these templates. 

Included on this page, you’ll find a brand story template, a brand story worksheet template, a brand story website template, and a brand story presentation template.

Brand Story Template

Brand Story Template

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Microsoft Word | Adobe PDF | Google Docs

Use this comprehensive brand story template to write a successful branding narrative for your company. Enter details about your company’s history, purpose, values, and culture, as well as what you do and why you do it. The template also includes sections to detail brand positioning and strategy, brand attributes, and brand story-friendly facts and figures, as well as executive bios, which flesh out how each principal contributes to your brand’s unique story. This dynamic brand story template helps you create an easy-to-understand, engaging, and memorable story that elicits an emotional response — and long-term customer loyalty — from your target audience.

Brand Storytelling Template

Brand Storytelling Template

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Microsoft Word | Adobe PDF | Google Docs 

Your brand story is a narrative of your company’s history, purpose, values, and culture, as well as what you do and why you do it (e.g., “We want to improve the state of the world by switching as many drivers as we can to electric vehicles for positive environmental impact”).

While the why of your brand is the most important component, your brand story is also about your customer’s journey: who they are, what problems they face, and how they use your products or services to find a beneficial solution. You might think of your customer as the “hero” of your company’s brand story. 

A strong brand story creates an emotional connection between brand and customer. As a result, you’ll build brand loyalty, which translates to life-long partnerships and further makes your customers more receptive to upsell opportunities. 

This brand storytelling template turns your company’s brand into a story by providing narrative details about who you are as a brand, who your target audience is, what issues your customers face, how your solution helps them succeed, and the positive end-result from your customers using your products and services. 

For details on standardizing how you communicate about your brand, see Smartsheet’s “Brand Style Guide Templates.”

Brand Story Worksheet Template

Brand Story Worksheet Template

Download Brand Story Worksheet Template
Microsoft Excel | Google Sheets 

A strong brand story not only increases your visibility in the marketplace, but it also elicits an emotional response from your customers, which results in long-lasting customer relationships and increased sales. Use this customizable brand story worksheet template to capture the details of your brand’s story. This unique template helps you give voice to your company, your customers, the issues they face, and the ways your offerings help them succeed.

Building a Brand Story Template

Building a Brand Story Template

Download Building a Brand Story Template
Microsoft Word | Adobe PDF | Google Docs 

One way to build long-lasting customer relationships and increase sales is by evoking an emotional connection from your target audience. Use this template to build your larger brand story. 

In order to effectively establish this connection with your customers, you’ll need to define your company’s why (e.g., the  present, historical, and ethical reasons you are in business, and what your company is passionate about). By answering the questions in this template to unearth your brand story and, in turn, to build better customer recognition and customer loyalty, you instill a higher rate of employee motivation and increase your revenue. 

For help ensuring your brand is the best it can be, read Smartsheet’s “Brand Audit Templates.”

Brand Story Ideas Template

Brand Story Ideas Template

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Microsoft Word | Google Docs

Fill in this brand story ideas template, which comes with editable example text, to cover all the essential components for creating a successful brand story. The template provides a framework for you to brainstorm about your brand’s story, including who you are (e.g., company history and mission) and what you do (e.g., the services you provide and who your customers are). The template also includes space to detail how you do what you do (e.g., what makes you successful and how you outperform your competitors) and the all-important why (e.g., what drives you, what positive change you are trying to make in the world). 

This brand story ideas template is the perfect jumpstart you need to tell your brand story and to make a significant impact with existing and potential customers. 

For helpful details on bringing your branding ideas to life, see Smartsheet’s “Brand Brief Templates.”

Brand Story Presentation Template

Brand Story Presentation Template

Download Brand Story Presentation Template
Microsoft PowerPoint | Google Slides 

This presentation-ready brand story presentation template is the perfect tool for you and your team to create — and present — your organization’s brand story. The template provides a structure to enter details about your company’s history, purpose, values, the crucial why, brand attributes, positioning and strategy, and facts and figures. Plus, it prompts you to detail how your key employees work to ensure that your brand is the best it can be. Home in on your brand’s narrative — one with an arc that motivates employees and acquires new customers — with this engaging brand story presentation template.

For more on brand presentations, see “Free Brand Presentation Templates.”

Brand Story Printable Template

Printable Brand Story Template

Download Brand Story Printable Template
Microsoft Excel | Microsoft Word | Adobe PDF

Use this print-friendly template to capture both the broad strokes and the minute details of your brand narrative. Describe your company’s history, pursuits, customers, long-term vision, and strategy, as well as how your brand aims to reach its goals. This all-inclusive template helps you define your brand messaging, mission statement, vision, and brand personality in order to create a story that accurately reflects the reasons you’re in business and the ways you surpass your customers’ expectations.

Brand Story Website Template

Brand Story Website Template

Download Brand Story Website Template
Microsoft Word | Google Docs 

Account for every facet of your successful brand story with this easy-to-use, web-friendly brand story website template. Enter details about your company’s history, what you do and why, details about your target audience, the issues your customers look to you to solve, and other brand story-related details that will instill trust in your customers and inspire customer loyalty.

Brand Narrative Framework Template

Brand Narrative Framework Template

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Microsoft Word | Adobe PDF | Google Docs

A brand story is about relationships: you, your employees, and — most important — your customers, who are the heroes of your brand story.

To tell a good story, you need a narrative framework, so that all of your brand’s attributes can provide a historical context for your target audience and explain to them what products and services you offer, as well as why you are in business to serve them. Use this brand narrative framework template to capture all necessary points surrounding your brand (company history, values, purpose, reasons, positioning, and supporting data), so that you can tell an effective story and acquire and retain loyal customers.

For more on building strong brand frameworks, see Smartsheet’s “Free Brand Pyramid Templates.”

Building a Brand Story Template Example

Brand Story Template Example

Download Building a Brand Story Template Example — Microsoft Word

Use our pre-filled brand story building template as both an example of a finished brand story and as a resource for creating your own. Download and follow the instructions to help articulate your company history, define your mission, refine your strategy, and develop your brand’s persona.

Brand Credo Department Worksheet Template

Brand Credo Department Worksheet Template

Download Brand Credo Department Worksheet Template

Microsoft Word | Google Docs

Developed with branding expert (and founder and CMO Beloved Brands Inc), Graham Robertson, this brand credo department worksheet template is a tool that helps departments articulate how they deliver on their brand promise using the Beloved Brands framework. Use this worksheet to get separate departments on the same page about how they articulate and deliver on their brand promise.  

Brand Credo Individual Employee Worksheet Template

Brand Credo Employee Worksheet Template

Download Brand Credo Individual Employee Worksheet Template

Microsoft Word | Google Docs

Developed with branding expert Graham Robertson, this brand credo worksheet template helps employees personalize their brand support using the Beloved Brands framework. Distribute this worksheet to employees to help them tap into their personal motivations for supporting your brand promise, values, and core beliefs.

What Is a Brand Story Template?

A brand story template is a framework you can use to communicate what your company does and why. A brand story can help you identify ways to inspire emotional connections with customers, build brand loyalty, and establish upsell opportunities. 

As the key narrative of your company’s history, purpose, values, culture, as well as what you do and why you do it, your brand story carries a lot of weight. Not only does your brand story have the potential to increase customer loyalty and inspire engagement, it also has the power to build long-lasting trust. 

As the advertising guru Simon Sinek says, “People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.” While components of your brand’s story (such as your company history, customer profile,  purpose, values, positioning and strategy, brand messaging, company mission) are all important, the why will ultimately attract customers and lead to long-lasting relationships. 

As the hero of your story, your customer should have the following character arc: 

  1. They have a problem. 
  2. They use your products or services. 
  3. They find your offerings to be beneficial. 
  4. They feel an emotional connection to your brand. 
  5. They are inspired to take action. 
  6. They become a lifelong, loyal customer and recommend your solutions to others. 

A brand story template turns your company’s brand into a story by providing narrative details about your company, your customers, the issues your customers face, how your solution helps them succeed, and the positive end-result your customers experience from using your product or service. 

To establish a positive emotional connection — that is, to be recognizable, trustworthy, and impactful — you’ll need the following brand story components: 

  • Company History: Provide details about your company, including company name and the story behind it, when you were established, where you’re located, and how long you’ve been in business. 
  • What You Do: Provide details about the major activities and services that your company performs or provides. 
  • How You Do It: Provide details about how you do what you do as a company (i.e., the logistics of how you provide your products and/or services). 
  • Why: Provide details behind what drives your company to do what it does — e.g., what is your company’s primary belief, purpose, or cause? Why does your organization exist? This is the key to your brand story.
  • Customers: Provide details about your customers, including where they’re located, why they are your target audience, what they’re looking for through products and services, and why you’re their best option. 
  • Customer Issues: Provide details about the challenges your customers are facing and the most optimal solutions. 
  • Positive Results: Provide details of how and why your solutions should result in a positive brand experience for your customers.  
  • Company Purpose: Provide details about your company’s purpose (i.e., who you are and why you exist). 
  • Company Vision: Provide details about your company’s vision (i.e., a mental image of what your company should eventually achieve). 
  • Company Mission: Provide details about your company’s mission. Ultimately, intention should support your company’s vision and inspire a sense of purpose in your employees and customers. 
  • Company Values: Provide details about your company’s values (e.g., respect, integrity, innovation, customer-focused, trust). 
  • Company Beliefs: Provide details about your company’s beliefs (e.g., “We believe in improving local communities and making the world a better place by helping our clients achieve their goals”). 

Additionally, some brand story templates may include the following important brand story details, which serve to further ensure that your company’s brand elicits a strong emotional connection with your customers:  

  • Positioning and Strategy: Provide details of your company’s place in the market, its pursuits, acquisitions, and long-term strategy, including how your brand aims to reach its goals.
  • Company Culture: Provide details of the behaviors and all-around attitude of your company and employees. 
  • Brand Attributes: Provide details about your brand’s verbal and visual messaging, as well as any branding collateral you have at your disposal and how it helps your customers succeed. 
  • Facts and Figures: Provide facts and figures about your company and their offerings to help support your brand’s story. 
  • Executive Bios: Provide one- to three-paragraph bios for each of your company’s key stakeholders (e.g., CEO, VPs, CMOs), including their background, their current roles and major contributions within your company, and how they support your company’s values, vision, and goals.

Build Customer Loyalty with Free Brand Story Templates in Smartsheet

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