A crucial element of marketing strategy is the brand story. A brand story describes the journey the customer goes through when purchasing a product that is right for her/him – the problem, the solution, the product that delivers the solution. It relates the behaviour of the target audience in their language. It is informed by the brand positioning exercise that defines the brand essence.
We have just finished writing a brand story for a cyber security company that is using it as a basis for the content of their new website. We have also summarised the brand story down to a convenient elevator pitch.
Good luck, guys.