The next part of the foundations section in your brand book is the brand story. A brand story is a narrative about the brand and it isn't just a piece of marketing collateral—It will be used in sales pitches and presentations from your C-suite. This story needs to be something that people can connect with. A great example of a brand story is Victoria's Secret. It's no longer lost on the general public that Victoria is an old man who lives in Ohio. Founder Roy Raymond masterfully crafted a brand story around "Victoria", a British woman. He chose the name Victoria to evoke the propriety associated with the Victorian era. Victoria’s "secrets" were hidden beneath her prim, refined surface.