Storytelling is a designers strongest tool.

Stories give meaning to relatively arbitrary ideas. Fables teach us virtues. It can also be a cautionary tale. Legends give pride and wonder. Brands give us a emotional connection to products. And the better the story, the better the brand.  

Find the brand's story and you'll find the heart of the brand. Find it's unique history, and you'll find the qualities that sets it apart from others.