Brand story: long version, short version, or both?
The answer depends on who will tell the story, where it will be told, and how long the brand wants to exist.
Almost every brand needs both versions, as they serve two different situations: the long version is used for internal training, fundraising, and storytelling in places where customers have time to read thoroughly; the short version is used at quick touchpoints like the homepage, profiles, or sales pitches. The correct approach is to write the long version first to have enough real material, then condense it into the short version, not the other way around.
- need a section for the homepage and a greeting, prioritize a short version first
- recruiting, training, fundraising, or selling with depth requires a long document
- many people must tell the same story, so both are needed
- Telling a story with oneself as the main character, listing the founding year and awards.
- short and long scripts differ, each with its own spirit
The short answer is: almost always both are needed. Not because there are many, but because the long and short versions serve two different situations to the extent that one document cannot be used interchangeably. The practical issue here is the order and material, not the word count.
Why two versions are the default
A brand has many touchpoints with customers and partners. On the company introduction page, capability documents, or during new employee training, customers have the time and motivation to read thoroughly. On the homepage, social media, or when first meeting a potential partner, attention spans only last a few seconds. Using a long version in the latter context risks losing people. Using a short version in the former context lacks the necessary depth to build trust.
Beyond touchpoints, there is a more practical reason: if many people in the organization need to tell that story, from sales staff to receptionists to distribution partners, a concise version is not optional but a requirement. The longer version often resides only in the founder's mind.
Write the order first
Long version first, short version later. This is a principle that should not be reversed.
The reason: the short version is the product of a distillation process. Distillation requires raw materials. If you write the short version before the material is sufficient, you will receive vague statements that sound like every other brand and won't hold up under deeper questioning. The long version forces you to dig deep into the founding journey, real conflicts, and the true reasons for the brand's existence. From there, the short version can be distilled into something unique.
Creating a long version before: You hire, train, raise funds, or sell based on depth and long-term relationships. The long version is only lacking when it truly hurts.
A story that places AI as the main character.
This is the most common mistake, occurring in both long and short versions.
According to Donald Miller's StoryBrand framework (Building a Brand Story), a strong brand story places the customer as the main character, while the brand takes on the role of the guide. Customers do not want to hear about your history and awards. They want to see how their lives will change by working with you.
Customer issues often have three layers: the external visible issue, the internal emotional and anxiety issue, and the philosophical issue of what they believe to be right or wrong in life. A brand story that touches on all three layers will be more compelling than a story that only describes a product or service.
Customers are not looking for brands to admire; they are looking for someone to help them solve their problems. The mission of the brand story is to show them that you are that character.
Donald Miller, Building a StoryBrand
Common errors to avoid
- Telling a story that centers on oneself: listing the founding year, years of experience, and awards. No one remembers anything except the feeling of being subjected to self-promotion.
- Only has a long version, no short version for quick storytelling. As a result, each person in the team tells a different version, and customers receive an inconsistent story.
- Adding details for drama. The real story doesn’t need to be grand, but it must hold up when clients ask deeper questions. Fabricated details will break at the most inconvenient moments.
- The long and short versions differ in spirit: written at two different times, edited by two different people, resulting in each having a distinct voice and core value.
The viewpoint of Sinh Vũ
In the language identity kit that Sinh Vũ builds for clients, the brand story is always delivered in both versions: a long version for documentation and training, and a short version for the website and pitches. The practical reason is that Sinh Vũ does not want to hand over the work and have the marketing team tell one story while the sales team tells another.
Sinh Vũ writes from the genuine material of the founder and does not fabricate numbers or quote clients without confirmation. The story places the client as the main character from the beginning, as that is the only thing that keeps readers engaged instead of closing the page.
If you are at the early stage and can only create one version, make a short version first to use immediately, but plan for a longer version when you have the material and time. Lacking a long version won't break things immediately, but it will become evident when you need to hire top talent or finalize a large contract.
Decision checklist
Topic: Does the brand story need a long version, a short version, or both? Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Donald Miller, Building a StoryBrand and Your Brand Is Not the Hero. GrowSurf, How to Write a Brand Story. Practical experience from Sinh Vũ in the language identity toolkit.
Frequently asked questions
How long should a short version be?
There is no hard threshold, but a brief should be short enough to read in one breath in under a minute, which is about three to five sentences. The goal is for the listener to be able to recount it immediately after reading, without needing to memorize. If you read it to a new employee and they can't remember it afterward, then the brief is still too long.
Is the founding story nothing special? Is it worth writing a long version?
It is worth it if the story is true. Customers do not need drama; they need to see the founder understand their issues and why. A normal story tied to real values is more trustworthy than a grand story that lacks clarity of motive. Sinh Vũ does not encourage fabricating details for drama because when customers ask deeper questions, fabricated details can easily fall apart.
Do the long and short versions need a writer?
It's best to have one editor, or at least the same person should edit both. A common mistake is having two versions written at different times, each with a different spirit, causing customers to read one story on the website and a different one in the profile. Both versions must share the same character, conflict, and core values, differing only in detail.