Think of your brand statement as a Hollywood logline.

A logline is a one or two sentence description of your movie that hopefully captivates a studio and convinces them to make your picture. It is a summary that states a central conflict of the story, often providing a synopsis of the plot and the emotional hook.

Here are a few examples:

MTM0MDg5NzY2NDI4Nzg4NzQ2FIGHT CLUB – An insomniac office worker and a devil-may-care soap maker form an underground fight club that transforms into a violent revolution.

RUSHMORE – A precocious private high school student whose life revolves around his school competes with its most famous and successful alumnus for the affection of a first grade teacher.

 Blacksmith Will Turner teams up with eccentric pirate “Captain” Jack Sparrow to save his love, the governor’s daughter, from Jack’s former pirate allies, who are now undead.

The fact is, we’re all fighting to be heard. A well crafted and focused brand statement can help you win your share of battles in the attention economy. And we have a new tool to help you craft it.

The Business of Story Brand Statement Worksheet

This worksheet will help you quantify, qualify and refine your brand statement. It is the most direct way to get your brand story straight, which will help you overcome division, confusion, turmoil, fragmentation and apathy about your offering. A well defined brand story helps your team buy into your mission and pull in the same direction. Plus, you’ll connect with customers like never before.

Give it a try. What do you have to lose? You have everything to gain.

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Click on the image to go to the Tools section of the website and download your free guide under the Pen Your Brand Statement link.

STEP 1: Quantify Your Brand Story: As they say, “You don’t know what you know until you write it down.” Using the brand elements you developed in the Story Cycle process – position, audience, value proposition, promise, personality and purpose – create your brand statement by filling in the blanks. And then feel free to massage and edit your work to create a compelling statement that captures the essence of your brand.

STEP 2: Qualify Your Brand Story: Then they say, “You really don’t know what you know until you teach it.” So tell your brand story to at least three people. Perhaps someone in your organization, someone outside of it, and to a friend or family member to see how well it resonates with them. Is your story clear, concise and compelling?

STEP 3: Refine Your Brand Story: Now refine and practice sharing your story until it becomes second nature. Congratulations, you’ve just created a one-floor elevator pitch. In the attention economy, few people will give you much more time than that.

An Example of How it Works

We have included an example on the last page of the PDF to demonstrate how we used the Story Cycle to create the brand statement for the Business of Story platform. You can use this as a guide.

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For business leaders, marketers and sales executives in professional services firms,


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who want dynamic growth for their organization and people,


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and need to humanize their B2B offering to create transformational, rather than transactional, customer relationships in the thriving participatory economy,


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but are stuck in their old ways of promoting products and services rather than publishing meaningful content that empowers their audiences,


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The Business of Story offers the most strategic and engaging cross platform story-crafting process with the proven Story Cycle system,



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that re-ignites your one true superpower – storytelling – to entertain, educate and engage your audiences,



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and drive business results  better than anyone else!

Our Brand Story Refined

After writing down the Business of Story brand statement, and then sharing it with many people, our longline has become:

By flexing the one true superpower we all possess – storytelling – we help professional services firms experience epic growth through our proven Story Cycle process that defines your brand, creates a story your team members can live into and prosper from, and connects your offering with customers like never before.

What’s your brand story? Download the PDF, fill it out, and then share your brand statement/logline in the comments section below.

And let me know if you would like to pick my brain about your brand statement/story.

I’m here to help you fight the good fight.