THE 20 KEYS TO A BRAND STORY 13.Price and Quality.



The price you charge and the quality of
1. The Truth.
 what you sell or serve sends a signal to
What business are you in?
 the right people.

Car companies don’t just manufacture 14.Perception


boxes to get people from A to B.
Your position is your customers’
2. Purpose.
 perception. It’s shaped by the way in
The reason you exist.
which you touch their hearts, not by
3. Vision. 
 how you manipulate their thinking.

What impact do you see your business 15.Distribution.


making in the world?
How you get your products and
4. Values.
 services into the hands of customers
Your values reinforce the vision for the sends them a signal about your brand.
business, shape its culture, and guide It can also provide a competitive
its behaviours.
advantage.

5. Products and Services.
 16.Location. 


Do they live up to the story you want to Your location has to align with your
tell?
business strategy.

6. Your People. 
 17.Ubiquity or Scarcity


Leaders and employees, their values Do you want to have a product in every
and posture.
store, or will being selective about
7. Value you deliver.
 where your brand is stocked align with
Think beyond features and bene ts.
 your story? Is your plan to have a
People don’t buy what you do; they presence on the tablet of every
buy how it makes them feel.
consumer with access to an Internet
8. Name and Tagline .
 connection, or will you serve just a
Your opening move.
handful of consulting clients each
9. Content and Copy .
 year?

Your content and copy are the way you 18.Community


woo your customers. They are your Your audience. The people you want to
voice and the way you communicate reach out to. Those your brand
your brand’s personality.
resonates with.

10. Design.
 The people who feel like they belong
The visual shorthand that helps people and who want to share your story.

to make decisions about your brand.
 19.Reputation.


It also shapes the user’s experience of The story your customers tell about
your products and makes them work you. How your idea and brand story is
better.
spread. What one person says to
11.Your Actions.
 another to recommend your brand.

How you do everything, from greeting 20.Reaction and Reach.


customers to answering the phone and How your customers behave towards
requesting payment,
your brand. Lines at the Apple store.

12. Customer Experience.

Customer experience is everything that
happens when people encounter your
brand and how it makes your
customers feel.

fi