This is about more than just crafting a clear, compelling narrative; it’s about uncovering the truth at the core of the brand. It involves deep introspection and a thorough understanding of the brand’s origins, its mission, and its values. This process often requires digging into the company’s history to explore the founder’s motivations, the problems they were trying to solve, and the impact they hoped to have. It’s about finding those human elements that people can relate to and care about. Sometimes, this can be a founder’s personal struggle or a unique insight that led to the brand’s creation. Other times, it could be the brand’s consistent commitment to certain values or community. Importantly, the true story of a brand is always rooted in authenticity; it’s not a fabricated narrative but rather the honest truth that defines the essence of the brand. 

Once the brand’s true story is crafted, the next step is telling that story. This is perhaps the most critical step, where creative expression plays a significant role. The brand’s story needs to be communicated in a way that resonates with its audience, using a tone and style that reflects the brand’s personality. It’s important that the story is told consistently across all platforms, whether on the company’s website, through social media, in advertising, or even through packaging. Each touchpoint with consumers is an opportunity to reinforce the brand’s narrative and deepen the consumer’s connection to the brand. Visuals, tone, language, and medium all play crucial roles in how effectively the story is told. For instance, a luxury brand may use elegant imagery and seductive language, while a brand built on sustainability might focus on transparency and community-based storytelling.

What you can monitor you can measure, and what you can measure you can manage. Managing the brand’s story is an ongoing process that requires vigilance and adaptability. As markets evolve and new competitors emerge, the brand may need to adjust its narrative without losing its core identity. This management involves continuously monitoring how the story is received by the audience and making adjustments based on feedback and changing circumstances. It also means keeping the story alive and fresh, finding new ways to retell it, and new platforms to tell it on. Importantly, as the brand grows and potentially diversifies, it’s crucial that the story evolves in a way that remains true to the brand’s core values and origins. This might mean highlighting new achievements or innovations, or perhaps revisiting and reinforcing the foundational elements of the brand’s narrative during a major anniversary or ahead of a significant launch. What's more, managing a brand’s story is not just about external communications but also about internal buy-in. Employees at every level should understand and express the brand’s story. This internal alignment ensures that the brand’s values and messaging are consistently reflected in every aspect of the business, from customer service to product development and beyond.

FINDING YOUR BRAND'S TRUE STORY

Brand Narratives
Brand Purposes
Brand Positionings
Value Propositions
Talent Propositions

Example Outputs:

TELLING YOUR BRAND'S TRUE STORY

MANAGING YOUR BRAND'S TRUE STORY

Brand Books
Design Briefs
Creative Briefs 
CX Journeys
Brand Blueprints
Connection Plans 
Customer Comms  
Content Strategies 
Campaign Playbooks

Example Outputs:

Brand Architectures
Measurement Plans
Learning Agendas
Brand Health Studies

Example Outputs:

Finding Your
Brand's True Story

Telling Your
Brand's True Story

Managing Your
Brand's True Story