Great Brand Stories Come From Answering 5 Questions

Some companies struggle to define themselves and what they do. I see it often when I go to the “about” page of a brand’s site and can’t immediately understand what they offer. More often than not I’ll need to Google the company to find news coverage describing them.

So why is it that some companies fail to clearly get to the point about what they sell and why it matters? Because they don’t understand the basics of storytelling.

News stories answer the following questions: what, why, who, how, when, where. For instance, knowing how a product will make it easy to quickly secure my data will help me appreciate why I might want to buy it.

All businesses need to know the answers to these questions. Whether it’s at the brand level or at the product level, if your team doesn’t know why your product matters and if your site doesn’t clearly state the customer benefits, for instance, then whatever is unique and wonderful about what you’re selling won’t resonate as much as it should.

So as you’re conceiving your startup or launching a new product or repositioning your business, make sure you and your teams are absolutely clear about the answers to these questions:

  • What is your product or service?
  • Why does it matter?
  • Who is it for?
  • How does it work?
  • Where and when is it available?

Once you can clearly and succinctly address these questions, you’ll be able to tell a compelling customer benefit story that will help you, and your, team connect.

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