Human beings are storytelling creatures. We gravitate toward memorable stories, especially when they involve us. Your product or service plays a role in someone’s life, but you influence how important that role is by the story you tell—that story becomes your brand. Nike sells shoes, a commodity by many standards. But the story they tell converts that commodity into a brand. Remember this: shoes wither and die, but a story lives on. Your brand is only as good as the story you tell. And the story you tell is only as good as the product you sell. So get asking people what they think—send out a questionnaire.