A story is a conflict that's resolved. Your audience should be the hero of that story. They have a conflict, or a fear, that seeks resolution. People hope to experience an improved version of themselves by virtue of your brand.

Stories are at the heart of advertising because they lead us to our emotional center. This is where we make most of our decisions (as proven by behavioral scientists like B.F. Skinner and many others). Your brand should lead audiences toward hope, away from their fears. The common perceived hopes are the stories of convenience, status and security.