What’s Your Brand Story?

There is momentum that comes in the midst of a great brand story it keeps your community, customers, employees, & stakeholders coming back .

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From start to finish, a well-executed brand is really just about telling a good story. Well-written stories are fairly predictable in their format, they have a beginning, middle, and end. The pieces of the story that are being told are consistent with, and advance, the storyline. They don’t pursue irrelevant tangents, and each paragraph and chapter builds on the last. Eventually, they all come together in one nice neat package that fulfills the promise the story has been building toward ever since the beginning.

Write Your Own Brand Story

The lessons of the story are well applied to creating an amazing brand. No matter how new, or old, our business is, there are going to be parts of the story you choose not to tell when you choose your logical beginning. It’s OK if you don’t get the moment right when you start your branding story because you can always use flashbacks as you need. The important part is to pick a beginning, because, without one, there will never be a brand.

brand storyOnce you have the brand story started, you must stay true to your storyline. That means that you have to be consistent, to make sure that every opportunity you have to advance the story to the community stays true to the brand story you’ve chosen. Each variation of the story each time you explain your brand position, elaborate on your tagline, and advertise for your company the story deepens. This is true both externally and internally, so it needs to be a compelling story – one everyone wants to continue to read. It won’t you do any good if your story is not one that is compelling and hooks the audience.

Being the author of this tale also means that you have a duty to continue telling it in a clear, concise, and consistent manner. It means resisting the temptation to pursue tangents that are irrelevant to the brand story. Perhaps most importantly, it also means that you must continue to tell your brand story, to not abandon it partially told. There is significant momentum that comes in the midst of a great story, generating that momentum will help your brand story to take on a life of its own and to keep the audience, community, potential customers, customers, employees, and stakeholders coming back for more.

So what is your brand story? Are you telling it? If not, there’s no time like the present.


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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