STANCE stands for Situation, Transformation, Attitude, Niche, Confidence and Expression: The ultimate brand storytelling framework. Tucked into this framework you’ll find belief, mission and vision statements that make up the essence of brand strategy.

Situation
You have an audience. They have an unmet need. Why do you care? What’s the belief that’s going to shape your actions?

Transformation
You’re going to take your audience on a journey, from problem state to solution state. On this journey, what’s your mission? What’s your vision?

Attitude
How will you conduct yourself on this journey?

Niche
What landscape are you operating in? What niche are you looking to own?

Confidence
What are the reasons you can own this niche?

Expression
What’s the sentence or one liner that sums it all up?

If you’d like a blank copy of the framework, you can download one here.

Mini-storytelling breakdowns from STANCE clients

Let’s take a look at some belief, mission and vision statements created during workshops and brand storytelling projects using the STANCE method.

Brand story for Runway East

As a boutique co-working space, Runway East REALLY exemplifies how to look after their tenants, through brilliant service, the absence of hidden fees or bureaucracy and by delivering 'fun'! When small businesses fly the nest, they’re imbued with the culture developed at Runway East.

Their belief: Business booms when you start with culture.

Their vision: Every day at work is a celebration.

You can watch the full case study here.

Brand strategy for East London Dance

As the city expands, homogenising local neighbourhoods, East London Dance is flying a flag for underserved communities. They see dance as a means to bring the community together and rally around creative leaders who can stand up for their scene.

Their belief: Creative leaders are essential to developing stronger local communities.

Their vision: A world where creative talent is always met with opportunity. (No matter where a person comes from.)

Brand positioning and fundraising for Mecommi

During lockdown 2.0, two ambitious entrepreneurs wanted to help the Cambridge market reach further into the community. The story here isn’t just about convenience, it’s about eco-consumption, minimising the effect of mass production on the environment.

Their belief: The local market helps create better livelihoods, lifestyles and life on earth.

Their mission: To bring eco-consumption to the masses, by delivering the local market to your doorstep.

Watch the fundraising video here.

A new brand story for Growth Velocity Academy

Howard Kingston of Growth Velocity Academy teaches growth marketing to aspiring entrepreneurs. Howard and his team teach personal and business growth in equal measure, which was the missing element from their story.

Their belief: Anyone can grow a world-changing business if they develop growth superpowers and a growth mindset.

Their vision: A future where anyone can grow a world-changing business*

*The world, your world. You choose.

STANCE brand positioning framework


Creating a brand story for Legends

Every trip tells a story! NY-based start-up Legends are here to help you capture your travel adventures and inspire others to follow in your footsteps.

Their belief: Authentic travel can lead to the enlightenment of ourselves, each other and the world.

Their mission: To inspire more people to travel outside of the everyday.

Watch the case study here.

Revolutionising food recycling with Robin

Robin’s dream was to half household food waste by 2030 and turn what’s left into energy and fertilizer.

Just like many innovative companies they didn’t just want to pick up food waste in some tatty vehicle, they wanted to revolutionise the whole process with sleek electric vehicles and reusable, trackable bin liners.

Their belief: When the environment wins, we all win.

Sadly, Robin pops up a lot in our archetypes and brand storytelling course as the start-up that never started! But it does tell a great story of how different attitudes can shape your tone of voice and identity.

B2B branding with Aloro

Based out of NY, Aloro delivers SMS clienteling to aspirational DTC brands.

SMS clientelling you say!?

Yep. Once a brand has your cell number, they’ll recruit Aloro’s Textperts to text with you, answer any questions you have and build a proper relationship with the brand.

Their belief: Life would be better if more interactions with technology felt genuine.

Their mission: To make your customers like you a little more every time they talk to you.

Get in touch with STANCE

Do you need help defining your brand story? Is your brand going through a transition? Are you merging? All great reasons to call in STANCE.

Check out our services, workshops and online courses.

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