Most companies treat their history as an afterthought. A page on their website, a paragraph in their investor deck, maybe a framed timeline in the office.
But your company history is more than a summary of events — it’s the foundation of your brand storytelling. It’s how you show customers, employees, and investors what you stand for and why you exist.
And when done right, it can be one of your most valuable brand assets.
This guide will walk you through the exact steps to write a compelling company history, with examples from businesses that got it right.
Why Your Company History Matters
Your history isn’t just about where you came from — it’s about where you’re going. A strong corporate story helps with:
Brand storytelling: People connect with narratives, not dry facts. Your story makes your brand memorable.
Company culture: Employees feel more engaged when they understand the journey they’re part of.
Public relations: Media and industry analysts love a compelling corporate history — it makes your company easier to write about.
Business owner credibility: Investors and customers want to know the people behind the brand.
Lasting legacy: A documented company history builds trust with future generations of employees, partners, and stakeholders.
And if you do it well, it can set you apart in a crowded market, especially as a small business.
Step 1: Gather Your Company’s Origins and Key Milestones
Start by collecting the core details of your company’s journey:
- When and where was it founded?
- Who were the founders?
- What problem were they solving?
- What was the first product or service?
- What were the major turning points?
If your company has been around for decades (or centuries), this could mean digging into historical documents or even interviewing a business historian.
Example: Lego was founded in 1932 as a small wooden toy company in Denmark. After a factory fire in 1942, it nearly collapsed — but pivoted to plastic toys, which led to the Lego brick we know today.
Step 2: Identify the Key Themes in Your Story
A company overview isn’t just a list of dates. It needs a central theme — a compelling narrative that ties everything together.
Some themes that work well:
- Innovation: If your company pioneered something (e.g., Ford and assembly-manufactured cars).
- Resilience: If you overcame major setbacks (e.g., Apple’s near bankruptcy in the 90s or Lego’s fire in 1942).
- Mission-driven growth: If your company has a strong purpose beyond profit (e.g., Patagonia and sustainability).
Example: IBM started as a punch-card company in the early 1900s. Its company’s evolution was driven by constant reinvention, from typewriters to mainframes to AI.
Once you have a theme, your company’s story should support that message.
Step 3: Bring Your Company History to Life with Personal Stories
The best company histories aren’t just about the business — they highlight the people behind the business.
Consider adding:
- Founder struggles and breakthroughs
- Employee contributions
- Customer impact stories
- Unexpected challenges and pivots
Example: Nike’s brand story isn’t just about making shoes. It’s about Phil Knight selling sneakers out of his car, signing Michael Jordan when Adidas ignored him, and building a culture of athletes. These significant events offer valuable insight into its corporate identity.
If possible, include oral history elements — direct quotes from employees, founders, or customers — to add depth and authenticity.
Step 4: Structure Your History for Maximum Impact
Your company’s legacy should be easy to read and engaging. A few formats that work well:
Timeline Format
Perfect for websites and anniversary books. For instance, Pepsi Brattleboro’s website outlines a corporate history with a detailed timeline.
Story-Driven Format
Great for marketing and PR. For example, Ben & Jerry’s tells its history like a fun journey of two friends who wanted to make better ice cream. As of writing, their website also features a separate timeline for different decades.
Investor-Friendly Format
Ideal for business plans and corporate presentations. One example is Amazon’s company history in investor decks highlighting the company’s past and future.
Commemorative Book
For companies with a long legacy. Cardinal Meats, a 60-year old second generation family business, released anniversary books that dove deep into its history with photos and archival materials.
No matter the format, keep it compelling, structured, and aligned with your brand values.
Step 5: Use Your History Across Your Business
Once you’ve documented your history, use it strategically:
On your website: Your “About Us” page should tell a real story, not just list facts. For instance, Sanofi tells its company history of embracing innovation through the decades at a key milestone in its journey: 50 years of existence.
In your employee handbook: New hires should understand the company’s values and key milestones from day one.
In marketing: Your company’s past can inspire campaigns, blog content, and customer engagement. Give your company history book to your staff writer and see what they come up with.
For brand storytelling: Turn key moments into social media content, video series, or public relations pieces. Writing about your company’s history can make for compelling content. (See our related articles on company storytelling and content formats to try.)
In business plans: Including your company’s legacy of achievement in a business plan can help you raise much needed funds.
Step 6: Avoid Common Corporate Storytelling Mistakes
Many businesses fail to make their company story engaging. Here’s what NOT to do:
🚫 Making it too corporate
If it reads like a legal document, no one will care. Keep it human and engaging.
🚫 Focusing only on the product
Your company values and journey are just as important.
🚫 Skipping the struggles
A good story has tension. If your company overcame challenges, highlight them.
🚫 Leaving out employees
Your team is part of your company’s story. Show their role in building its past and future success.
🚫 Not keeping it updated
A history page from 10 years ago with no updates? That signals stagnation, not evolution.
Your Company History is an Asset — Use It
Your company’s journey isn’t just something to look back on — it’s a tool for building brand trust, engaging employees, and strengthening customer loyalty.
A well-crafted corporate history book, internal document, or public-facing story can serve as an enduring asset.
If you want help turning your company’s past into a compelling story, we at Column specialize in bringing that corporate story to life on LinkedIn and beyond. Let’s make your history work for you.
Book a call with us to amplify your company’s story today.
Mo is the founder and CEO of Column Content, a thought leadership content agency that helps leaders get seen. Connect with him on LinkedIn.
