When we tell stories we often need to consider our format. Are we in front of a large audience, or just a small room? Are we using a projector (so we need to stay out of the way of the light) or a large monitor? Do we have an hour or just 20 minutes? Is this a technical white paper or a short blog post? Is this an industry article (with understood industry jargon) or an article for a general audience? Is this a long video or a quick clip.The possibilities for telling your brand story seem endless. But they exist within frameworks.