Clearly communicating what makes your business special.
What is a brand story?
A company’s story is a comprehensive, compelling, narrative explanation of its origin, purpose and value.
This overarching explanation should organize all the information there is about a business into one connected, linear description with a beginning and end.
Why do I need a brand story?
Because stories are easy for people to understand, remember and repeat. The alternative is a list of facts and positioning statements that aren’t clearly connected to each other and are therefore more difficult for people to recall and find meaningful.
How do you create a brand story?
In some cases, a business’s story is naturally compelling – it just needs to be recorded, communicated clearly, and repeated.
In other cases, it takes the talent of a creative communicator to identify a key insight in the company’s story that will resonate with audiences.
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