Brand strategy traditionally involves mission, vision, values, personality, tone of voice (and we’ve done our fair share of those for clients).

Nowadays, we prefer a simpler version with a core story.

A core story is easier for people to understand and it can be used straight away for your website, sales presentation or recruitment ad. It establishes who you are, what you do, why you’re different, your vision of the future, your tone of voice (and therefore your personality) and it reflects your values. It shows why people should care about you. All in one piece of writing.

And stories are easier to remember than a list of adjectives (which your competitors or peers probably use as well).

Here’s how we did it for Rank Prize.