"Once upon a time, in a land far away, there was a little girl who wore a red hood everywhere she went.
One day, her mother sent her to her grandmother's house in the next village, with some goodies in a basket. In order to get there, the little girl had to go through the woods. And, in the woods, she met a big, bad wolf. The wolf wanted to eat her up right there, but there were some woodcutters not so far off who would have chopped him to bits, so instead, he started talking to her.
"Where are you going with all those nice goodies?" the wolf asked. Now, the little girl didn't know that wolves were scary, and had no idea that one would want to eat her up. So, she told the wolf all about her grandmother's house, and the goodies, and whatever else she could think of.
The wolf took this information and raced to the grandmother's house, where he immediately ate the grandmother up. Then the wolf got dressed in her clothes and climbed into the grandmother's bed, and waited for the little girl, who would be much tastier than the old woman.
Finally the little girl arrived. They had a nice conversation about how big grandma's ears had gotten, and her teeth, and how well suited the wolf's mouth was for eating up little girls. And, finally, he got to eat the little girl all up."
"Once upon a time, in a land far away, there was a little girl who wore a red hood everywhere she went."
This is what the introduction to your brand should look like. Notice that instead of trying to tell you all of the details about what's going to happen in the story, this story picks out just a couple of important details. And, one of those details – the red hood – is a big differentiator for the main character.
"One day, her mother sent her to her grandmother's house in the next village, with some goodies in a basket. In order to get there, the little girl had to go through the woods. And, in the woods, she met a big, bad wolf. The wolf wanted to eat her up right there, but there were some woodcutters not so far off who would have chopped him to bits, so instead, he started talking to her."
"'Where are you going with all those nice goodies?' the wolf asked. Now, the little girl didn't know that wolves were scary, and had no idea that one would want to eat her up. So, she told the wolf all about her grandmother's house, and the goodies, and whatever else she could think of."
Now, this is a bit extreme – you don't want to take the feedback you get from your customers and use it to trap them. But, you should write your brand statements and marketing packages to address their needs, in their words. And, think about who your best (tastiest) clients are – and how you can set yourself up to fill their expectations."The wolf took this information and raced to the grandmother's house, where he immediately ate the grandmother up. Then the wolf got dressed in her clothes and climbed into the grandmother's bed, and waited for the little girl, who would be much tastier than the old woman."
"Finally the little girl arrived. They had a nice conversation about how big grandma's ears had gotten, and her teeth, and how well suited the wolf's mouth was for eating up little girls. And, finally, he got to eat the little girl all up."