We are hearing more and more from channel partners that consumers want or need a good brand story in order to trust or make a purchase. How good is your competitor's brand story? If it's better than yours, it could be the deciding factor for why they would choose them over you. A brand story is more about making a human connection than traditional advertising to show off your products or services. It should include origin, mission, values, and vision so you have a higher chance of an emotional connection with your audience.
Questions you could ask:
"How clearly does our brand story communicate who we are and what we stand for?"
"Does this brand story make you want to interact with us or purchase our products?"
"How do you feel after reading our origin story?"
"Does this story resonate with you on a personal level? Why or why not? Share as much as you want."
"Did any part of this story inspire you, if so, which part?"
"How believable is our mission and values, does it come across as too cheesy or dishonest?"