Respect

Perhaps the most important component to consider when crafting a brand story to share with consumers today in our "social by design" world is RESPECT. Building a brand relationship is much like building & maintaining a human relationship. The two really mirror one another with the same emotions and behaviors playing-out: Attraction, sharing & opening-up oneself, to respecting the audience and consumer's context. Remember your audience is most likely thinking "wiifm" (what's in it for me?).
Respect is a critical component of successful storytelling because it can add so so much relevance for your audience - if that is important to the artist or storyteller. An ounce of respect can also add humility & authenticity to your message. Respect is a subtle way for the storyteller to look at the message from the audience perspective. Just take a moment to FEEL how the message is potentially received...in multiple consumer contexts and or diverse geographies. Respect allows your message to breathe differently, to evolve by inviting & incorporating consumer input. Social media has built many beautiful stages for this real time relationship to play-out. Feedback. Research. Consumer Insights. Upstream media. Call it what you will, but the bottomline is to make respect an important component of your brand building strategy and storytelling. Invest an ounce of respect - and you'll feel your message & story evolve ever so poetically. Respect also tends to sprinkle intelligence into conversations, and that makes for insightful & compelling dialogue.