Building your Storybrand. Mystorybrand.com. The story starts with the hero wanting something. As a brand it’s important to determine something your customer wants.. Define your customers desire. Communicate it simply. Invite your customer to something that they want. Define a specific desire and help people achieve it. This can be beneficial for a company which can solve many problems. Don’t clutter the story by diluting the hero’s desire with too many ambitions. Focus on one simple desire and then let subplots do the rest. Define something simple and relevant your customers want and deliver on that promise.. Choose a desire RELEVANT to their survival. Conserving financial resources. Conserving time. Building social networks. Gaining status. Accumulating resources. The innate desire to be generous. The desire for meaning. Gives your story clarity and definition. Open a story gap. A purpose for them to engage. Feature it in your marketing materials.. Do not be so vague people can’t understand what your company does