Mark Lightowler defines these six types of brand stories and the roles they play in brand building:

Six Brand Defining Stories

  1. Why I am here stories: for the right to speak, authenticity and relevance
  2. Who I am stories: for authenticity, relevance & personality affinity
  3. Where are we going stories: to define role, relevance & transformation</
  4. What is my vision stories: defines journey, future, who is with me
  5. Where we came from stories: defines values and heritage, journey to date & lessons learnt
  6. We have a problem/ solution story: defines issues and solutions, call to action and resolution

If you look back to Obama in his presidential campaign the momentum behind his campaign quickened with his “Who I am speech” . (So did) David Cameron and Nick Clegg… Great brands do the same thing when they enter markets. They define why they are there, they define who they are as well… the brand or company will have to define the other four stories somewhere in its communication mix to create persuasion, motivation and enthusiasm.

Read More…