Kate Hamilton co-founded Sonder & Tell, a marketing agency that helps brands find their voice and tell their story. Kate’s grown up with a passion for literature and storytelling. And her parents nurtured her love of words. This passion for words shows up in the name Sonder & Tell. And we find out about Kate's journey to find her brand's verbal identity and the meaning of Sonder.  In this Service Please episode, we have a fascinating conversation with Kate about the importance of brand positioning at a very early stage so you can tell a story with it.  Brand building and storytelling We discuss the strategy involved in storytelling to help brands shape who they want to be, the role they want to play for their customers and the position they take in the market. And by doing this as early as possible, brands can use their story to inspire their team, customers, the people they want to hire and investors. Especially when investors want to see evidence of a brand in the early stages.  Tell a story with food We talk about the similarities between food and storytelling. For example, you can tell a story with your choice of meal, how you set up the scene with lighting, music and the way you lay the table.  Kate also tells us why building a brand positioning early is even more critical in the food space. Because it is saturated, only brands that stand out will be the ones to survive in the long run. She gives examples of the big food brands Sonder & Tell helped to find their stance and voice. And how they start with the customer base's aspirational mindset and solve their problem. Brand positioning is the root of the message Sonder & Tell’s area of expertise is creating the upfront brand strategy. But Kate also talks about filtering this expertise into content strategy.  Because essentially, brand positioning is the root of a brand’s message and tone of voice that will then be used to speak to customers on any platform.