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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?