Writing is an immersive task – at least that’s how we view it. 

There’s discipline, there’s art, there’s raw talent, but what every writer shares in common is craft (think of it as pixie dust for without it, no one will believe you and you will never fly).

It’s not just the story you tell, but how you unfold it, the language, the tone of voice, the rhythm and even the punctuation – both how it looks in print and sounds by voice.

It’s craft that determines the difference between random words, dropping like flies in silence and a dance, purring along, synchronized with each breath, then speeding up with each step.

Now take the mammoth challenge every writer faces (it’s the flying part), add noise, impatience, cynicism and competition and then try to craft a brand story that resonates. The mammoth just became a dragon. Sorry, but there’s no tick sheet or formula to navigate your way here. 

Life starts and ends with stories. Tease me, wow me, buy me, share me, then repeat, is the long volleying chant echoed from brand to audience. Finesse, nurture, then dive in.

Our advice when writing a brand story (or anything worth reading): Be bold, be brave, be a little mad. You’ll know when you arrive, then you'll question it and revise. It's that perfection impulse that makes you great and your story greater, so embrace it, celebrate it, make it sing.

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