Great stories are more similar than not, regardless of the subject or setting. Throughout history listeners identify with these eternal steps and struggles on some level. For your brand story, these listeners are your customers.

This article on storytelling and the video below make some great points. The author here disagrees with Chris Brogan that the "customer is the story." He argues that the brand is the hero that brings the customer along.

Personally, I'm still working it out in my mind. I can see it working and be compelling both ways. Watch the video and let me know what you think.