Writing down your story is easy. The difficult part is knowing what to say and why it’s important for your audience to listen. You must begin by giving a thought to whether your audience will care about what you’re creating. This very act of questioning forces you to dig deeper and ask what you’re promising and to whom. It brings clarity about why you wanted to make that particular promise in the first place.
As marketers, we believe it’s our words that create value. But it’s the intention that informs the decisions guiding those words that delights your audience and thus differentiates. Knowing clearly what this intention is where your brand story begins.