Start With Why
This book immediately changed my process and mindset for branding. Most companies start with "what" - that is, their story revolves entirely around the product and its details. A more progressive company will write its story about the "how" - an explanation for how the product achieves its claims or the process used for delivering a service. But the most successful businesses tell a story about "why" - not why they're a good company or why you should buy from them, but rather they pinpoint the emotions and core reasons why people do the things they do and their story touches the innate needs and deep desires for why a consumer wants something in the first place.