Every brand story needs these 3 powerful elements.

Our brand story is vital to our ability to engage those we hope to serve. It speeds understanding of why we might be relevant in their lives. More powerfully, it can create emotional bonds that move us from being noteworthy to becoming beloved.

To get to that level, we need all three elements of our brand story.

The brand story elements

1. Our features — this is the most rational part of our story. Our features are the attributes of our offering. For example, if a checking account is a bank’s product, its features could include a nation-wide network of ATMs, an easy-to-use app, and the highest paying cashback program in town. Features can also be more intangible — like a super-easy sign-up process. Or an on-going stream of tips and know-how to help people be better with their money.
2. Our benefit — this is the effect that our features have in our prospects’ lives. Following the checking account example, the benefit would be feeling more in control, giving you the ability to make more confident decisions. You’ll notice the benefit is more emotional than your features.
3. Our purpose — this is the difference our brand can make in a life, a community, or even the world. This is where our prospects’ focus on ‘me’ turns to a focus on ‘we’. It causes…