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Advertising and media
One story across channels
| Channel | Which part of the story | Format tip |
|---|---|---|
| Website "About" page | The full arc, from character to outcome | Real photos and real names, used with permission |
| Short video | Problem and turning point, shown in the first seconds | Vertical format, subtitles, no long introduction |
| Sales presentation | The customer's problem first, then your plan | Open with a customer situation, not your logo slide |
| Packaging and in-store | One line that hints at the story | Short and visible; let the design carry the tone |
| Hiring and onboarding | Why the brand exists and who it helps | Ask new staff to retell it in their own words |
| PR and interviews | The founder's version, consistent with all the others | Prepare a 30-second version and stick to the facts |
| Channel | Which part of the story | Format tip |
|---|---|---|
| Website "About" page | The full arc, from character to outcome | Real photos and real names, used with permission |
| Short video | Problem and turning point, shown in the first seconds | Vertical format, subtitles, no long introduction |
| Sales presentation | The customer's problem first, then your plan | Open with a customer situation, not your logo slide |
| Packaging and in-store | One line that hints at the story | Short and visible; let the design carry the tone |
| Hiring and onboarding | Why the brand exists and who it helps | Ask new staff to retell it in their own words |
| PR and interviews | The founder's version, consistent with all the others | Prepare a 30-second version and stick to the facts |