Your Brand story defines who you are. No brand has ever shone brightly without a gripping Brand story,
That is why you must work on your Brand story in parallel to other branding efforts.
Your business voice will help to guide you towards one or more possible storylines.
It will govern the user experience you are offering to your online and offline customers.
For example, TOMS Shoes has a very clear brand story – to help those who are in need.
The TOMS slogan is “One for One,” meaning that for every pair of shoes you buy,
the company donates a pair to a child in need and they have done an incredible job
getting their name (and cause) out there.
TOMS Shoes continues to maintain the same story at every touchpoint between their
customer and their Brand.
Apart from an interesting or emotion-evoking story, you'll need consistency in promoting
the same keywords, so that your target customers will associate certain words and
emotions with your Brand.
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