Your Story is Your Heartbeat
A brand's story is everything. It shows how you got to where you are, and more importantly: WHY ARE YOU IN BUSINESS?
If others can't connect with your message, then your story is giving your business a weak heartbeat. However, when your story stands out and connects in a medium that your audience uses, the pulse of your business will be nice and strong.
For more on how to develop a modern story line that others will abosrb, check out this great video from Gary Vaynerchuk that shows exactly how consumer behavior is changing the way a brand has to tell it's story.