How to build the bones of a great brand story.

Seasoned storytellers know that great brand stories start with a solid strategic framework. This framework helps ensure that the intent of your story is well thought out. That it is relevant to those you hope to serve. That it offers real value. And that it connects with the audience in a meaningful and moving way.

A simple place to start is with a tool called the positioning statement. The positioning statement helps you document the key components of your strategy. The result is a directional narrative. Although these statements tend to be somewhat stilted, they do ensure that you have defined your strategy and they provide a way for you to evaluate your messages.

The upside

• The positioning statement helps ensure that you have all your strategic elements documented
• Once completed, it can serve as a tool for evaluating the strategic soundness of your messages.

The downside

• These statements can feel a bit wooden

Stick with me to the end of this post and I’ll discuss an additional tool that improves on the positioning statement to create a more evocative tool for helping you craft great brand stories.