by Sean Horrigan

Created on: June 21, 2008   Last Updated: May 21, 2009

What's your story?

Everyone loves a good story. Campfire stories, bedtime classics, tall tales, barroom yarns, urban legends, whatever the case may be, we're all drawn to a good story. Stories are sustainable, relatable, individual and emotional. We pass them down through generations and passionately share them with family and friends.

In this age of information overload, it's the story that resonates most with consumers. Think about it, we'll forget the facts from a meeting or lecture but remember the intricate details of a compelling story. At the heart of every great brand, whether it's laundry detergent, mutual funds, a celebrity or chocolates, there is a story built around a central character.

Take for example the story behind the brand of culinary icon, Paula Deen. Today, Paula is a world-renowned chef, best-selling author and TV personality whose road to success was paved with more than a few bumps.

After a divorce, Paula found herself unable to provide for her two sons and started making brown bag lunches for the locals as a way to make ends meet. A great southern cook, her enterprise was soon successful, leading to the opening of her own restaurant. The restaurant's success led to a string of best-selling books, TV series, and countless guest appearances. Her inspiring story has built brand loyalty with millions of fans worldwide who admire her determination, perseverance and ingenuity.

So what's your brands story? While it's vital to have a good product, or service at a competitive price, consumers want to buy into the story behind the brand. They want to become part of its history. We're not talking fairytales, just true stories that compel consumers to connect with your brand.

Begin the process by auditing your collateral to review how the brand talks about itself. Then begin speaking with key personnel, stakeholders, long-term employees, founding partners and customers to fill in the blanks.

Key QUESTions:

What is the heart of your brand's story?
How did your brand come into existence?
What is the vision behind the company?
What was the original inspiration behind the brand?
What is the philosophy/mission?
What made your brand thrive when others failed?
What is your brand essence?
What is your distinction?

Once you get the details down, it's your job to bring the story to life through internal and external channels. First, you need to convey the story in a consistent and relevant manner to your most valuable brand ambassadors, your constituents. Then begin incorporating it into your external messaging including advertising, digital media, POP, collateral and customer service.

Finally, you will need to continually monitor the story to ensure its consistency and relevancy.

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