Step 2: Identify the Core Themes of Your Story

Once you’ve established your purpose, identify the core themes that will shape your brand’s narrative. Themes are the big ideas that define what your brand stands for. For example, Patagonia’s themes include sustainability and environmental activism, while Tesla’s are innovation and sustainability.

Your themes should be consistent and align with the values of your audience. For professional services firms, such as accountancy or law firms, themes might revolve around trust, transparency, and empowering clients through informed decision-making.