How do you align your brand story with your brand identity, values, and personality?

2 Define your purpose

Your brand story should reflect your brand purpose, which is the reason why your brand exists beyond making money. Your brand purpose should answer questions like: What problem do you solve for your customers? What impact do you want to have on the world? What values do you stand for? How do you make a difference? Your brand purpose should be clear, authentic, and inspiring. It should guide your brand story and align with your brand identity, values, and personality.

4 Craft your message

Your brand message is the core idea and promise that you communicate to your audience through your brand story. Your brand message should highlight your unique selling proposition, which is the benefit or value that sets you apart from your competitors. Your brand message should also support your brand positioning, which is the place that you want to occupy in your audience's mind relative to your competitors. To craft your brand message, you need to use storytelling techniques that capture your audience's attention, engage their emotions, and inspire their actions.

5 Choose your channels

Your brand channels are the platforms and mediums that you use to deliver your brand story to your audience. Your brand channels should be selected based on your audience's preferences, behaviors, and media consumption habits. You should also consider the objectives, formats, and costs of each channel. You should use a mix of owned, earned, and paid channels to reach and influence your audience at different stages of their buyer journey. You should also ensure that your brand story is consistent and coherent across all channels.

6 Measure your results

Your brand story is not a one-time event, but an ongoing process that requires constant evaluation and improvement. You need to measure the results of your brand story in terms of the awareness, engagement, loyalty, and advocacy that it generates among your audience. You need to use quantitative and qualitative data to track and analyze the performance of your brand story across different channels and touchpoints. You need to use feedback and insights to optimize and refine your brand story and align it with your brand identity, values, and personality.