Positioning is invaluable for laying the strategic foundation of your brand. But it is the stories that will ultimately move those you hope to serve.
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Seasoned storytellers know that great brand stories start with a solid strategic framework.
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When we know our brand story’s hero, we create a very different story from the inward-focused, self-serving tale too many organizations tell.
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Our brand story can no longer start with what we do or how we do it. Instead we need to think about what we will help someone do or become. We need to think about the difference we can make for them. Leading with that changes everything.
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Follow this framework and you’ll go beyond just being clear to being irresistible by telling that story your hero is waiting to hear.
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