How to Write a Great (Brand) Story?

Here are 7 simple questions to answer when telling your brand story and especially when pitching for support. These have been developed over year of working with startups and accelerator programmes from around the world.

1. What's your WOW factor? How do you stand out? What's your killer fact, who's your best client, which awards have you won?
2. What's your WHY? Why does your organisation exist? Why do you get out of bed each morning to work so hard to make your business a success? How will you make the story real, honest and human so they connect with you and believe in you?
3. HOW do you deliver on your promises? How do your systems, processes and innovations deliver the service or product you offer? How is this better than competitors, giving you the “unfair advantage”? What do you do differently and what makes your service or product more unique than the rest?
4. WHAT exactly does your organisation do? In simplest terms, what do you do?  Could you explain this in a noisy bar, a windy bus stop or if you had 20 seconds in a lift?  How best can you talk about your organisation to make it memorable? What might make your message shareable?
5. The WHO? Not the band! Who do you help, who is your audience? There may be a number of different audiences your service or product will benefit, but who will be your main target market for each “pitch”? Can you picture them and describe them clearly? You may be talking to investors, corporates, education, employees, students or the general public, so it’s important to understand who your audience is and adapt the story for their needs.
6. WHERE will you deliver the product/service and where will the story be told? Where do you operate? Where will the message be communicated e.g. A presentation, an elevator pitch, a (cold) phone call, an email, a brief chat at a party or event etc. What will you say and how will you say it?   Can you adapt how you tell the story?
7. The ASK? What do you want exactly? This is especially important for pitches. Choose anything that gets you to the next step in the growth of your business e.g. money, advice, purchases, partnership, skill swap.

To find out more about how to get the most out of your business, join me at The British Library for the Brand Masterclass - https://www.eventbrite.com/o/michael-murdoch-ceo-of-the-house-16063052751

Michael Murdoch, CEO and Founder

Email: [email protected]

Website: www.thehouselondon.com