These anecdotes allow customers to connect with you on a deeper level. This isn’t the time to tell your company history, it’s telling the parts of your back story that overlap with the customers’ stories.
They can allow the customer to see both why their problem matters to you and how you’re qualified to help them. However, it's important to strike a balance and ensure that the anecdotes align with your brand identity and resonate with your target audience.
Learn how to write the brand story for your small business or non-profit.