Your Brand Story is not your personal story.

Storytelling has always been part of design but the concept was solidified and defined in 2015 when companies started to realize the power of a good story narrated by a brand. Companies like Apple and Nike stopped selling their products with a list of benefits, and started to use storytelling in order to improve their communication with their customers and attract new audiences.

Every story has a hero, a villain, and a guide. From the start the hero needs to solve a problem, in the attempt to solve it, encounters a villain who is constantly putting obstacles to avoid the hero’s victory. The hero’s plot is usually enriched by the guide, a character that enlightens the hero and mentors him to the solution, with knowledge and lessons.

So, How to create a brand story?

This is where the confusion takes place. As a person you are the hero of your journey. As a founder, or startup your company is “the guide”. The representation of a character that helps the hero reach their goals and solve their problems. Brands that have identified their audiences, can pinpoint solutions to specific problems, and serve their customers as a guide.

Sometimes the goal is simply to have a great cup of coffee every day without having a barista at…