- Can be used to determine the content, tone and messaging for all internal and external communications, including product, employee and customer stories
- Should be consistently told and demonstrated in all applications
- Will help guide employees in day-to-day business activities
- Will evolve to ensure relevancy in the marketplace, and a consistently strong brand identity
- Helps perpetuate the buying cycle of awareness, consideration, trial and purchase
- Communicates your brand’s values, points of differentiation and competitive advantages in a way that is meaningful and memorable to consumers
- Be specific.
- Make room for romance—think about what makes a product special, and sell that story!
- Use storytelling to cross-merchandise products.
- If you're going to make a claim about a product, ask "Why is this claim true?" Include THAT answer in your story to make your claim—and your story—stronger.
- Tell stories that clearly explain why a customer needs the products and services that your brand can provide.