Remain consistent.
Before testing any story concepts, ensure they align with your brand story's universal truth. They should also convey the key emotions you identified for your audience early on.
Outline and share your story concepts testing strategy.
Share your strategy with internal stakeholders and story personas to create an open communication flow. Establish the following: Which stories will go to the market first? Which marketing channels will be used? Who will be sharing these stories? Who and how will your brand engage with your audience?
Be open to all outcomes.
Your story can either go viral or flop. It can have an unintended impact or impact on an audience that you didn’t anticipate. The story can even begin taking on a new narrative. Be open to these potential outcomes and prepare on how to handle them.
Make your story available and shareable.
Give your story the best chances to do well by making it accessible to your audience and easy to share.
Engage with your audience.
When your story lands well with your audience, they will want to engage further with your brand. Ensure that your brand can engage with them well and that the audience has an excellent experience engaging with your brand.

Test your brand story concept

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