The night light of the brand: Why a core story provides orientation

It is the middle of the night. A 17-month-old child wakes up. Not unusual. Closeness is sought, security, a ritual that has always been the same. But this time, something is different. Reaching for the mother does not end as usual. No breast milk. No familiar pattern. No explanation.

What follows is unrest. Anger. Loud protest. Not because the child "doesn't get what it wants," but because its inner image of the world suddenly no longer matches. Something that was always there is suddenly gone. Without context. Without meaning.

The situation could not be calmed through distraction or substitution. Nor by persevering or a "That's just how it is now." Something else calmed it: a story. A simple, honest story that made sense to a 17-month-old child. The breast needs a break at night. This break has a sign – a small night light. When the light is on, the breast rests. When it's off, everything is back to normal.

This story was told calmly, without drama, without pressure. Only when the signs were explained and the context made understandable could the child relax. Only then could it fall asleep again. However, the decisive factor was not just the explanation, but what happened afterwards. After falling asleep, the situation was resolved again. The night light was turned off. The breast was there again. The story kept its promise. This is exactly how trust was built. Not because it was particularly beautiful or creative, but because it was coherent, honest – and resolvable.

What appears at first glance to be a private everyday scene is in fact a precise parable for communication, leadership, and brand work. Because target groups – whether consumers or decision-makers in B2B – do not primarily respond to arguments. They respond to orientation. Unconsciously, people always ask the same questions: Do I understand what is happening here? Does this make sense to me? Can I trust this logic? Does it remain consistent even if something changes?

This is where the meaning of a Core Story begins. It is not a marketing add-on, not a claim, and not a campaign. It is an internal order model. A clear explanation of why a company does what it does, what it stands for, and how it acts when routines break or decisions become uncomfortable.

That stories have this effect is well documented scientifically. Neuroscientific studies show that the human brain processes information significantly better when it is conveyed in narrative form. Stories activate not only language areas but also emotional and sensory regions. We don't just hear them—we experience them. That's exactly why they stick. That's exactly why they generate meaning.

Trust also follows clear patterns. Psychological research on cognitive coherence shows that people develop trust when explanations are free of contradictions, comprehensible, and consistent over time. It is not perfection that creates security, but coherence. Just like the night light: The sign had meaning – and this meaning was upheld.

Particularly relevant is the aspect of authenticity. Studies from brand and B2B research clearly show that over-staged, polished brand stories can generate short-term attention, but lose credibility in the long term if behavior, culture, and reality do not keep pace. Authenticity is not created by loudness, but by consistency. Between what is said and what is done.

A strong Core Story therefore answers not only communication questions, but strategic ones. It provides orientation both internally and externally. It clarifies why a company exists, what it believes in, what it promises—and what it consciously does not. It helps with decisions, especially when things get difficult. It is not an ornament, but a foundation.

At best, it is the company's nightlight. A sign that explains why things are currently different. That provides security, even when not everything is available. And that builds trust because it reliably goes out again.

The central takeaway for companies – especially in B2B – is clear: not the most dazzling story convinces. Not the most creative one. Not the loudest. But the most credible one. A good Core Story fits the reality of the company. It is understandable for the target audience. It delivers on its promises. It explains change without excuses. And it is resolved in action.

Especially in B2B, where decisions are long-term, risky, and heavily trust-driven, this is crucial. No one likes to invest in a story that later turns out to be untrue.

Our stance at Werbeberg is therefore clear. We do not believe in big words without grounding. We believe in clarity before creativity. In attitude before hype. In stories you can live—not just tell. Because trust is created where a story makes sense and is told to completion. In the nursery just as in the boardroom.