A written brand story unifies the entire personality of the written or verbal external communications. Below are some different elements we may include, depending on the relevancy to your business: Headlines and slogans: A short descriptor sentence that  briefly outlines why you exist  Elevator pitch: Introductory paragraph for explanations to external stakeholders  Brand pillars: 3-4 main pillars that any outbound communications will center around or embody.  Golden circle: The mission of why your business exists, how you deliver that purpose and what products or services are being offered. Tone/personality: Some keywords to help establish the general tone used.