Creating a brand story is like baking a cake: you need to choose the right ingredients and follow the recipe!
Have you ever tried baking a cake without sugar? That’s what a story without conflict sounds like — bland and tasteless. Conflict is the driving energy of any story.
Compare two stories I wrote with my buddy GPT Chat (I share the prompts in the workshop) for a fictional brand. After reading them, ask yourself: what do you remember about brand X-Software from each story?
- Midnight Crisis (Parking Solutions Inc.)
For months, Parking Solutions Inc. endured complaints: system failures caused delays, errors in calculating the number of cars led to overcrowded parking lots, and the maintenance team dreaded nighttime calls about jammed barriers. These issues cost the company not only contracts but also its reputation.
Then they found Brand X software.
By implementing this flexible and reliable solution, the company rethought its approach to parking systems. They adjusted operating hours, limited overcrowding, and began providing clients with advanced analytics to track vehicle movement and create useful reports.
Nighttime complaints? Gone.
Customer trust? Restored.
Reputation? Better than ever.
Today, Parking Solutions Inc. leads the market, proving that even the toughest barriers can be overcome with the right software.
- The Perfect Partner for Parking
At Brand X, we believe parking systems should run as smoothly as a well-rehearsed ballet. That’s why we developed software that not only meets industry standards but sets new ones.
Our system offers unmatched flexibility: adjust operating hours, manage car limits to prevent overcrowding, and generate detailed Excel reports to optimize parking usage. With its high reliability and convenient analytics, your clients will experience precision and peace of mind.
When the software works flawlessly, it becomes your invisible partner, helping provide parking solutions you can rely on.
The first story has conflict. The second one doesn’t. (And the heroes of the stories are different).
A good story needs conflict — a problem that’s solved or an obstacle that’s overcome. Conflict makes the story relatable and keeps attention. Technical features are needed, but only after you’ve emotionally connected with the consumer. Otherwise, you’ll be competing on price.
Don’t let your story be flat. Next time you write, ask yourself: where’s the drama? Where’s the energy?
Conflict should also occupy a certain place in the story. If you reveal it too early, without introducing the hero and context, the audience’s attention may weaken. If you start the conflict too late or mix it with the solution, the dramatic effect will vanish.
So remember: conflict is your secret ingredient, but you still need to follow the recipe to get the perfect cake instead of a flat one.
