One common way to do this is to talk about the refinements done to the product over time so that it was better than the competition. The protagonists are the next aspect of the story. Every story has people that the audience roots for. Who within your company has been important to it? Which of them have influenced the company’s direction or products? You need heroes in the story.
That’s why so many brands have a story that is wrapped around one or wholesale email list two people who have figured large in the company’s story. Apple used its founder, Steve Job, as a human face to the company that had developed these computers in his garage and made some mistakes along the way. He had even been fired at one point and was then brought back as an even stronger human face for the company.
Dave Thomas, as well. Burt’s Bees uses its founder in its story, on its products, and in marketing. The story of the hippie who wanted to make products out of natural ingredients is one that has stuck with the brand, even after they were bought out by a larger corporation. His picture is still often used on the product’s packaging and in advertisements.