A signature story is a “once upon a time” narrative. It describes an event, or an experience, or a process, and it has embedded in it the potential of having emotion and attention – and surprise and interesting characters.
The second thing is to be authentic. Authenticity comes from genuine potrayal of characters, features of your product. Don't copy or project an image that doesn't match the realistic image.Always be yourselfbe consistenti.e, stick with the story.
Higher purpose signature stories -
Everybody has a higher purpose. Sometimes it's buried. You can start when you're trying to sort out your organizational values or your brand vision. What stories reflect what we do when we're at our best? What stories reflect how we want to be perceived?
Unilever's Lifebuoy soap is a major brand in Asia. And in India, they started a program, “Help a Child Reach Five,” to try to reduce these 2 million deaths that occur every year before a child reaches five. And their goal was to get a billion people to wash their hands better. They already had half a billion. They went into three villages in India and did a video about their experience in those villages. And the videos were very emotional. They focused on a person in the village and the family, and a boy and a girl who reached five. These three videos got 44 million views. This is bar soap. Can you imagine trying to get visibility, trying to get energy, trying to get good feelings about your brand if you want to talk about a bar of soap?
The higher purpose will liberate really powerful stories, and when you connect them to the brand, you deliver magical brand enhancements.
I like the point that our stories don't necessarily have to be directly about ourselves. They can be about the things that move us, inspire. They can be about the things that we aspire to and why.
If you are new to story telling or developing a story for your new product, make sure it helps in creating awarenessabout yourself or the product.
If you are already writing stories related to you or an existing product make sure your stories help in changing perception.
