Brand story

A brand story isn’t the same as storytelling in your copy – it’s the foundational narrative from which all your copy flows. Where did this company come from? What problem infuriated the founders? What’s the ongoing tension that drives the work? And what’s the promise to customers? If you can’t answer these questions in a paragraph, your copy will lack a consistent emotional core. Ask the founder, read the first press release, dig into the archives.

See also: Storytelling; Help the hero; Unusual suspects