Telling a good brand story means ensuring that a brand’s media content has resonance, fullness and depth, much like a character in a well-written novel. In my previous Your Brand As Literature series, I wrote about how nonlinear brand stories can be conceptualized in three acts, much like traditional stories:

1. Act I: Foundation & Goals
2. Act II: Action taken towards the goals
3. Act III: Proof of successes

This chart ties together those three ideas, giving visual shape to the idea of a “brand story.” By using this chart, you can see which parts of your own brand’s story need strengthening, and steer your brand’s narrative in the most desirable direction possible.

About the Author: Eric Wittke

Eric Wittke is a public relations guy in Chicago who enjoys painting, sailing, reading and longboarding in his free time. He has a penchant for what makes us tick. Eric founded Flames On Fifth Avenue as a place to discuss and exchange ideas on how to push the limits of modern public relations.