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. Generally 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.
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 it exactly 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.
Once 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 tag line, 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 presence.