Companies have internal documents, like mission, vision and positioning statements, that often are ineffective. Maybe they were hastily or poorly written, or there’s no strategy for executing them, or they’re too vague and open to multiple interpretations. This creates a gulf between your internal world and everybody else out yonder; what you want to stand for doesn’t match what you actually say and do.
A brand story serves as a bridge between the internal vision and the external reality. It matches both sides so everyone inside and outside knows exactly what you’re about. A good brand story also becomes a template for your advertising and marketing messages from now on and forevermore. And it serves as a guide for your staff, so they can continue to write your story every day. Continue reading “What Makes a Great Brand Story?”