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5 Blueprints for Your Brand's Story

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This story appears in the April 2016 issue of Entrepreneur. Subscribe »

You’ve got a great product. Or service. Or both. Your packaging, website and tagline are cohesive. That’s not enough. To be a brand, you need to have a story. As a ’trep, you may feel your founding tale, the one that literally gets you out of bed in the middle of the night, is unique. It may be. But your brand’s story needs to take that personal background and combine it with your company mission to make customers and investors listen. We deconstructed five of the most universal stories brands tell, with some advice on how to use them to write your brand’s next chapter.

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Story 1: “The old way had to change.”

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