Storytelling Tip: It's Not What You Do, It's Who You Are
Today I spoke with a business owner who said that due to the variety of his products and target markets, which included both B2C and B2B, his brand could not be reduced to a single statement.
We disagreed on the possibility of a varied corporation unifying around a single north-star story. When we spoke, three things sprang to mind that I thought I'd share here.
Don't boast — Your brand messaging should focus more on who you are than what you do.
Don't try to fit everything into one sentence; less is more. A strong hook makes people curious.
Emotions, not facts: How do you want your clients to feel about you in their minds?