There is a pleasure in the pathless woods, there is a rapture on the lonely shore, there is society, where none intrudes, by the deep sea, and music in its roar: I love not man the less, but nature more. - George Gordon Byron
Sharing stories (aka. social currency) creates a bond between the brand and its followers. Like a bond fire, people can connect through stories and life experience. This in turn will create an authenticity to the brand and give the brand personality and be personable.