Four core stories that must live in every business -
The Passion Story
The is often the owner’s story, a tale of why they started the business, how the business serves their own personal mission or purpose in life.
The Purpose Story
This is mostly the story about why you do what you do in business and not at all about what you do.
The Positioning Story
This is the story that illustrates how you want the market to perceive your brand.
The Personality Story
This is the story that gets at how people experience your purpose or brand.
Have a look at the full article on Four Stories Every Business Must Build – Small Business Marketing Blog from Duct Tape Marketing :: Small Business Marketing Blog from Duct Tape Marketing.
