Why your brand needs a narrative, not a tagline

A tagline tells people what you do. A narrative tells them why it matters.

The most enduring brands — from Patagonia to Apple — aren't remembered for clever lines. They're remembered for stories that resonate across every touchpoint: the website, the packaging, the customer service call.

Narrative development starts with uncomfortable questions: What tension does your brand resolve? What would the world lose without you? The answers form the backbone of everything from social posts to investor decks.