Brand Stories

Name: Brand Stories

Purpose:  Brand Stories are alternative articulations of the value proposition.  They are “creative expressions” of the strategic idea behind the brand.

Intended Results:  Brand stories are a mid-way point between the sometimes dry and difficult to understand one-sentence brand statement and a creative presentation.  They are relatively inexpensive to develop and provide a client with a set of alternatives for discussion and evaluation.  They can be presented in a focus group environment for further evaluation leading to the final brand strategy.

Structure:  BrandStories are in two parts.  The first part is the “brand ladder” which provides diagram of the strategy, linking together features-rewards-benefits in a logical sequence.  The second part of the story is the “narrative” which includes a heading, visual and several paragraphs of text.  The narrative provides the beginning of a tone and voice to the brand which is not possible with ordinary brand statements.