The Company Or Brand Story
This is the story of your company or brand. Stories are very important for your brand because they contribute so much to your brand's image. A company story usually involves how the company came into existence and grew to its current state, often told personally by the founder or first employees. Through the company's story, you convey to your audience the values and culture of your company. It also offers many opportunities for you to include the formats we'll discuss later (rags to riches, conquering the monster, etc.).
A good example of a brand story is the story of Nike's waffle-tread shoes. The story says that Nike founder Bill Bowerman one day, in a fit of inspiration, poured rubber into a waffle iron, thus giving birth to the waffle-tread. What this story tells you about the company is that it's innovative and not afraid to try out crazy ideas that could possibly revolutionize shoes as we know them.
8 Lessons
Stories Your Market Will Love
Later we're going to look at story formats and the elements of a good story. But first, let's discuss what kinds of stories you can tell.
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