This is where the story begins for your brand.

The brand story we create will provide the foundation for everything we say and do. That can cause some hesitation.

Needless to say, the idea of crafting the right brand story can be daunting. How do we know that it is the most authentic story? How can we ensure that it will be as powerful as it could be?

Returning to our core

Before we let the intimidation or uncertainty of it all overwhelm us, remember one thing: a great brand story grows naturally from the purpose of an organization.

That one thought can provide the clarity that we all need. So why do so many brands fail to connect with this most fundamental of ideas?

Getting stuck in the rational

Often what happens is that brands will define a value proposition or a positioning statement. And then stop there.

While a value proposition or a positioning statement are valuable tools, they are simply not as compelling as the purpose that the brand embraces.

Why is that? Quite simply, it has to do with the rational vs. the emotional.

Value propositions and positioning statements are rational thoughts. They talk about what your brand does and even what it does for your prospects…