A brand story should tell the change you seek to make. It is based on the four truth: your audience, you, time and the mission. The change is the value proposition you offer that’s different from the others, the narrative that helps us get to the place we have always wanted, addresses the problem worthy of solving.
The change is the summary of the four elements but goes above that because it inspires us to be part of something that’s bigger than ourselves. It helps us see things differently and are eager to make the change alongside you.
Acumen uses the tools of business to change how the world tackles poverty. Classical King public radio station uses radio programming and curation to change how people perceive classical music. Ben Zander changes how people engage with classical music through his work as the musical director and educator.
When you internalize all the four elements enough, you have a clear brand story that we resonate and want to be a part of.
