Step Two: Characterize the Brand:

第二步：品牌个性化。

Once some information is collected about the brand, a more detailed explanation and understanding of the brand's values and beliefs is needed to further shape the brand story. By doing this, it can set up guardrails on a brand that will help it stay focused on strengths and avoid weaknesses.

当所需的信息收集得差不多了，接下来就要把品牌故事再深入扩展，可以通过对其公司价值和信念作详细的分析和了解。通过这种方法，就能够建立品牌有效屏障，帮助公司扬长避短。

Step Three: Characterize the Prospect:

第三步：描绘前景。

With background information collected, the next logical step is to identify potential needs that the brand can appeal to with potential customers.

当所需的背景信息都已收集，下一步就要清楚潜在需求，由此满足潜在客户的需求。

Step Four: Connect the Characters:

第四步：角色联系。

Creating a strong brand story that appeals to potential customers is not of much use unless that story can be connected to prospective customers. The hope with creating a strong brand story is to build a relationship that is based strongly on values and beliefs.

塑造出一个强有力的品牌故事，能够吸引许多潜在的客户，但这并不是一件简单的事情，这个故事必须与目标客户相联系。塑造强有力的品牌故事的希望必须建立在价值观和信念的基础上，这样才能与客户打好关系。

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