A brand needs a history, a story that it can relate to potential customers that set it apart from all the other brands on the market. The story should be honest and relatable, not exaggerated and overdone. If the brand is trying to sell heritage and has only been around since 2009, it's tough to call yourself an O.G. They should focus on what they do well, and not weaving a tale and lie behind their brand.
The story behind the brand is just a story, and no one buys it.