The Power of the Brand Narrative in the Brand Book

There is considerable power in a brand narrative, as a brand building strategy for aligning stakeholders and creating consistent messaging.

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There is considerable power in a brand narrative, as a brand building strategy for aligning stakeholders and creating consistent messaging. In my experience, a good brand narrative is the superior force multiplier – and storytelling branding is profoundly influential. This is because people naturally want to be part of something bigger, they want to matter, and 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.

brand narrative, brand building strategy, storytelling branding“In fact, every corporate brand has its story. Because stories are such potent communication tools, telling the story of the business brand can be a significant and meaningful way to relate the company to its stakeholders.” (Hatch & Schultz, 2003). With a consistent and compelling brand narrative, employees become ambassadors 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.

Brand Building Strategy

A simple way to think of your brand is to understand that it is the story of your business. Storytelling branding is about the history of your business, it’s about you as a protagonist, it’s about the evils you battle in this world, and it’s about the gang of people you hang out with and why. How you tell, and retell this story defines what your business is as surely as telling yourself, will help to make it so. We all live our stories – and your business is no different.

American Heart Association/ American Stroke Association branding Guidelines. brand narrative, brand building strategy, storytelling branding
American Heart Association/ American Stroke Association branding Guidelines.

The American Heart Association/American Stroke Association included a brief story about their brand in their brand book. It covers their unique story, their reason for being.  It sets the tone for the rest of their brand book. And in the space of a short paragraph, explains where they have been and where they are going.

The story of Skype, however, clearly articulates both their history and their unique position, while also introducing the reader to their unique brand voice, which is casual, humorous, enlightened and utterly, completely Skype’s own.

When you’re thinking about creating your brand book, focus on what the story of your business is. What is the great journey your business is undertaking? What are the interesting details of the story? Why is the world better because your company came along?

The World According to Skype. Skype. brand narrative, brand building strategy, storytelling branding
The World According to Skype. Skype.
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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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