Brand narrative serves as a crucial path for the original formation and implementation of brand strategy in tourism destinations. Taking Guizhou’s “Cunchao” as a case study, this paper constructs a destination brand narrative model within the context of digital media, based on the dual perspectives of brand storytelling and brand narrative transmission. The model encompasses three dynamic and evolving processes: “story creation – media selection – story consumption and audience feedback”. The study finds that: (1) Constructing a multidimensional brand story framework that integrates identity narratives, emotional connections, and value expression is fundamental to achieving differentiated positioning of destination brands, stimulating emotional resonance among audiences, and promoting the elevation of value identification. (2) The progressive narrative mechanism of Guizhou’s “Cunchao” is characterized by the sequence of “social media explosion – traditional media follow-up to reinforce legitimacy – narrative upgrading through media convergence”, which demonstrates that establishing a synergistic multi-media mechanism is a key path to realizing brand value transmission and narrative advancement. (3) The objective of brand narratives lies in stimulating brand experiences and perceptions among multiple stakeholders, ultimately forming a stable co-creative network of brand meaning through their narrative feedback and behavioral externalization. This paper systematically explains the mechanism of destination brand reshaping from a brand narrative perspective, and effectively bridges the theoretical gap between brand storytelling and narrative transmission, providing theoretical reference and practical guidance for destination brand narrative model innovation in the era of digital media.