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Why You Need a Brand Narrative

The power of a brand narrative There is considerable power in a brand narrative, as a tool for aligning stakeholders and creating consistent messaging

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brand narrative
photo credit ClaraDon via Flickr

For thousands of years, humans have utilized stories provide context, meaning, and raison d’être in our lives. Our world is constructed of personal, community, institutional, and political narratives. Think for a moment, about the power narrative has played in your life today. Chances are pretty high that upon arriving at work this morning, you met a colleague and shared with them some small tidbit about your week, evening, or even your morning commute. And in that sharing, you created a narrative and a shared moment, where the listener added to their knowledge about you, and the story itself began to define you – not just for the listener, but for yourself. It may have been funny, sad, tragic, or everyday – but it was a story and it added to the fabric of both your lives.

You didn’t mean to have that affect telling about the traffic jam this morning? It’s OK – it’s what humans do – we create narratives, our lives are a series of narratives. And because narratives hold such power, we cannot afford to overlook them as a method for creating common ground when introducing a new idea, product, project, or leveraging our Brand.

The power of a brand narrative

There is considerable power in a brand narrative, as a tool for aligning stakeholders and creating consistent messaging. In our experience, a good brand narrative is the incomparable force multiplier. This is because people naturally want to be part of something bigger, they want to matter, they want their lives to have meaning. Most of all, they want to become part of a gripping narrative. Allowing stakeholders, employees, and even consumers to become part of that brand narrative is the secret to success.

With a consistent and compelling brand narrative, employees become ambasadors for your brand and products, stakeholders promote them, earned media becomes easier to earn and, perhaps most importantly, you can create buzz within the industry and target audiences. And it’s as easy as telling a story.

Does your brand have a brand narrative?

  • So what’s your brand story?
  •  Do you have a brand narrative?
  •  Are your employees, stakeholders, and community promoting you?

If not, it’s time to put your storyteller’s hat on and write a brand narrative.

brand narrative


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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  1. I think that in online business the best strategy is how to create a better brand for your site, so that it would sell. we all know that there are many benefit regarding to this.the only thing we should bear in mind is creating a unique brand to attract other people or visitor.

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