Gartner Research

How to Find Your Story: Understanding Positioning, Messaging and Brand Storytelling

Published: 05 July 2017

ID: G00333424

Analyst(s): Jake Sorofman


Marketing leaders responsible for brand positioning and messaging know that capturing customers' imagination depends on compelling and distinctive stories. Every brand has a story to tell, and it begins with discovering the brand's voice, value and storylines. This research shows how it's done.

Table Of Contents
  • Key Challenges



  • Step 1: Find Your Brand's Purpose
  • Step 2: Find Your Brand's Value Proposition
  • Step 3: Find Your Voice
  • Step 4: Craft Your Overarching Brand Story
  • Step 5: Translate Your Brand Story Into Storylines

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