Howard Schultz made a great move a few years back. He knew to tell a story. He also knew the story needed a plan, a good script that would grow all by itself. The story needs to have good things that will interest people and keep that interest for a long time. Also important is the ability to share this story and to share it easily. Here is the article. Enjoy.
If you need help constructing your story I can help. A conversation often helps, and then making the plan to tell it if what I do best. Contact me at email@example.com.