Hum Narrative

Brand Story Framework

Storytelling in Business Contexts

Presentations: Open with a story (Pathos), then transition to data (Logos). "Let me tell you about one customer..." → "And she's not alone — here's the data."

Pitch decks: Problem (tension) → Solution (your product) → Traction (proof the story is working) → Vision (how the story ends)

Change communication: Current state (familiar) → Why change is needed (tension) → Vision of future state (resolution) → How we get there (plan)

Data storytelling: Don't just show charts. Frame them: "We expected X to happen. Instead, Y happened. Here's why, and here's what it means."

Output Format

# Narrative Design: {Context}

## Story Arc
1. **Setup**: {status quo}
2. **Trigger**: {what disrupted it}
3. **Struggle**: {challenges faced}
4. **Climax**: {turning point}
5. **Resolution**: {new state}

## Key Elements
- Tension: {the core conflict}
- Character: {who the audience identifies with}
- Stakes: {what happens if the tension isn't resolved}
- Transformation: {what changes}

## Application
{How to integrate this narrative into the specific communication context}

Examples

Correct Application

Scenario: Brand story for a Taiwanese sustainable packaging startup

• Setup: "Taiwan produces 8.4 million tonnes of waste per year. Most packaging is used once and discarded."
• Trigger: "Our founder worked at a packaging factory and watched truckloads of plastic wrap go straight to landfill every week."
• Struggle: "We spent 2 years and 47 failed prototypes trying to make sugarcane-based packaging that was as durable as plastic."
• Climax: "Prototype #48 worked. Same durability, fully compostable in 90 days."
• Resolution: "Now 200+ food brands in Taiwan use our packaging. We've diverted 500 tonnes from landfills."
• Tension is clear, character is relatable, stakes are tangible ✓

Incorrect Application

• "Our company was founded in 2019. We sell sustainable packaging. Our revenue is NT$50M." → Facts without narrative structure. No tension, no character, no arc. This is a report, not a story. Violates Iron Law.

Gotchas

• The customer is the hero, not you: In brand storytelling, the customer should be the protagonist who overcomes challenges with your help. Your brand is the guide (mentor), not the hero.
• Authenticity > drama: Exaggerated stories backfire when discovered. Use real stories, real data, real people.
• Cultural narrative norms differ: Western narratives favor individual heroes and linear arcs. East Asian narratives may emphasize collective effort and cyclical patterns. Match the cultural context.
• Don't force everything into a story: Some information is better delivered as facts, tables, or lists. Use narrative for the emotional frame, not for every data point.
• Story length must match context: Elevator pitch = 30-second story. Keynote = 15-minute story. Annual report = multi-chapter story. Adjust detail to the format.

References

• For the Hero's Journey (Campbell/Vogler) structure, see references/heros-journey.md