Your Brand's External Stories

During the last two weeks we looked at your brand's main story and your brand's internal story. This week we are going to look at your brand's external stories.

You can look at these stories as the way that you promote your brand externally. To build them you can use the experiences that your customers and partners have had, in order to tell a story that presses your audience's emotional buttons.

If in your communication (adverts, flyers, press releases etc.) you only use hard facts and state your promise and values, it will be difficult for your audience to engage with you. Instead, tell a story that shows how much you love what you do and how committed you are to your values and promise.

You can even build different profiles, depending on the target audience, and then build a story for each profile. Each story will speak to them directly and to their emotions. Try to keep this personal and use real experiences, so that the audience can imagine themselves being part of the story.

Always remember that you need to use your main story as the starting point, in order to provide a consistent image that communicates your promise and values.