The objective of this study is to explore brand communication in long-lived Small and Medium Enterprises (SMEs) and to understand how the marketing communication strategy is being operationalized in digital channels (which elements of identity, values, which are currently communicated in the corporate narrative) in order to develop positive feelings. Understand the tags that are communicated to stakeholders in the storytelling. To obtain the results of the planned investigation, the authors carried out a qualitative analysis: of the scientific literature on the communication of brands from long-lived companies, of the terms used related to tags on the website pages “about us/our history” and a qualitative analysis was carried out using the software NVivo 14. A qualitative exploratory approach using storytelling on digital channels, communication with a focus on values: quality, family, tradition, innovation and trust.