1.
Don’t be afraid
to tell your story
as a work in progress.
Start with
the essence
of your brand.
Then build a story around
why this is important to
people.
Keep in mind
what’s interesting
to each individual
consumer.
A well-told brand story
should encompass stories of
many unique individuals, not
one archetypal consumer.
Dissect
other brand
stories that
you like.
Then discern what it is that you
like about them. Chances are
you like a brand’s story
because you identify with it.
Who else identifies with similar
ideas as you?
Decide why
it is important
to tell this
brand story.
There are a million brands
out there with similar stories.
What’s special about
this one?
Refining your brand
should always be a work
in progress, therefore
telling the brand’s
story should be a
reflection
of this.
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