The human brain is programmed for stories. We think in stories, remember in stories and love to tell stories.

This might sound familiar:

1. The main character
2. The main character faces a challenge
3. The main character faces a challenge and pools their resources to overcome obstacles
4. The main character overcomes the challenge and a new normal is created

Your story is the series of events that occurred which led you to create your business. Let’s assume you are the main character and start from there:

1. Your personal challenge — the conflict or difficulty you faced
2. Overcoming obstacles — hustling to conquer adversity
3. The change — how overcoming your own personal challenge has changed the status quo

Now let’s look at that from a brand storytelling perspective:

1. Your purpose — who you are (the personal challenge)
2. Your mission — what you care about (the need and change you want to see)
3. Your promise — what problem you’ve solved (i.e. what you sell)

With all the chat about algorithms, optimising content and AI-driven content creation; we think it’s time to get back to the fundamentals of human communication—the story.

Tell yours today—these make GREAT ad creative ;)