The Hook

CHAPTER 6Turning Your Brand DNA Into Your Brand Narrative

Storytelling reveals meaning without committing the error of defining itself.

—Hannah Arendt

You are constantly telling stories about your business. Whether that story is told in a speech, in ordinary conversation with coworkers or customers, or on your Website, advertising, or packaging, your story is aligned with the public face of your company and it must be carefully crafted from your Brand DNA.

So, once you have a clearly delineated Brand DNA, you need to start creating narratives that embody it. Here is a proven methodology you might employ. And, of course, you can also invent your own methodology if you prefer. The key thing is not “mine vs. yours,” but to understand your Brand ...