Who is your story about? What do they do, rather than what they say they do? Remember, character is behavior.
What is your story really about? What does your character/brand stand for? This is what connects with your audience on a gut level.
Why should I care about your story? Put your universal values at risk! A story without high stakes is boring.
What happens in your story? All stories revolve around a dramatic decision that defines your character/brand. The right choice is inspiring.