Brand story has become the new black of marketing. Once upon a time you had to have a campaign or ‘the line’, now you’ve got to have a story. The word story causes confusion because we think of stories being told and heard, a bit like other traditional advertising messages. But brand stories are experienced and felt. When someone hands you an Apple product they don’t have to say a word—you just know. And yes, the glass staircase and the capital ‘g’ Geniuses are part of the story too.
So, what is a brand story?

“A brand story is more than a narrative. The story goes beyond the copy on your website, the text in a brochure, or the presentation used to pitch to investors. Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings, and interpretations, which means that part of your story isn’t even told by you.

Everything you do, from the colours and texture of your packaging to the staff you hire, is part of your brand story, and every element of it should reflect the truth about your brand back to your audience.
If you want to build a successful, sustainable business, a brand that will garner loyalty and, if you’re lucky, become loved, you have to start with your story.”
From The Fortune Cookie Principle

I thought it would be helpful to create a graphic that illustrates the 20 keys to a brand story which I outlined in The Fortune Cookie Principle. Perhaps I should have included this in the book—but here it is for you now, better late than never. If you’d like to print the PDF you can download that here 20 Keys To A Brand Story.
Now go bring your story to life!