Your brand’s core value is the promise your product or service makes.
In storytelling, a core value is expressed in both its positive and negative forms (success/failure).
Shifting between positive (success) and nagative (failure) within a core value is what draws people into your story and holds them. This is because it emotionally charges, dramatizes, and disturbs the equilibrium our brain seeks to maintain.
Think of your brand’s core value like a channel within these positive and negative charges that propel your story forward to its final resolution.
The key is to make sure your brand’s core value matches the story you tell in your product or service, because inconsistency is detrimental and verification is only a google search away.
