Establish your brand voice
Heard of this snarky saying — light travels faster than sound and that’s why some people appear bright until you hear them speak? As weirdly funny it is, it is absolutely true, not just in case of people but also in case of brands.
Your brand story helps you establish your brand voice and a personality. It gives your brand a sense of authenticity. It tells your audience, who you are and what you intend to do with their attention and money.