To better understand the broader context, it is important to interview the identified key stakeholders in the company to gain insights on the company vision and future plans as well as market dynamics, such as competitors, audience segmentation and customer motivation.
Understanding the customer's needs is an essential contributor to the development of the brand story and value proposition. It is important to be clear about the specific 'Job to be done' by each recognised group of customers and what might be the 'pains' and 'gains' they experience.
Ultimately, the goal is to have a deep understanding of customer motivation, which can be organized by distinct personas, so materials created will be engaging and audience driven.
Storytelling in business relies on the same principal framework as every story ever told. By that, we mean the importance of defining the characters, context, conflict and ultimate resolution that contribute to the big 'umbrella' idea. Within the brand story are interwoven themes which can be used as an 'end-to-end' storyline or selectively amplified and re-ordered to generate greater resonance with specific audiences.
The messaging house is the framework for the verbal identity and helps to deliver the necessary discipline when creating communication materials. It highlights the key overarching messaging (the big idea from the brand story) and how supporting messages (pillars) can be used for specific audiences (personas) and the evidence, data or case studies that can be used to support these.