How to Create Your Own Brand Story?

To create a compelling brand story, you need to move beyond a simple cataloging of your product and benefits and answer questions about your purpose, your identity and what exactly your position is in the marketplace.
This begins with a series of questions that you ask internally:

• Who are we?
• Why do we do what we do?
• What do we care about?
• What’s our purpose?
• Why do we matter to the people that we do business with?
• What would we want people to say about us when they are satisfied?
• What would we want people to say about us when they are dissatisfied?
• What will we absolutely not do?
• What are we most proud of?

The internal questions are followed by an examination of the external environment:

• Who are our competitors?
• How are we different?
• How are we the same?
• What is their story?
• What do people say about them when they are satisfied?
• What do people say about them when they are dissatisfied?
• What are the things that our competitors do to tell their story?

The process of answering these questions is very clarifying, albeit fraught with anxiety and uncertainty. The stressful emotions stem from identifying those attributes about your organization and your product that you may have focused on as key differentiators that are,in the stark light of a honest assessment, of minimal value to your customer and minimally different in the marketplace. As you work through the process, however, you see more clearly the power of your true points of difference, and as you develop the story about your brand, you end up in a place that is more powerful and extendable than where you began.