Successful brands have a thorough grasp of their target market. They're not trying to appeal to everyone — they focus their efforts on a specific audience. It's better to have strong appeal to a core audience than to have a mild appeal to a broad audience.
A brand story tells the motivation for starting your business, and why you get up and do what you do every day, why customers should care, and why they should trust you. The brand story builds connections and it builds trust. Research has shown the power of descriptive stories and how our brains respond to it.