Your Brand is Your Story

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photo credit mac.rj

An easy way to think of your brand is to understand that it is the story of your business. It’s 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.

So when you’re thinking about creating your “brand” focus instead 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? One way to force yourself to tell a compelling tale is to find a young person 7-8 years of age and tell them your brand story – complete with voices of the good guys and the bad guys. With the climax of the showdown between good (your company) and evil. If you hold their attention, you’ve got the makings of a great brand story.

Once you “write” your story, you’ve created your brand story. Then all you have to do is the same work the publishing houses do to sell a story. They package it up and make it look interesting. They pick an appealing and interesting cover for the story in order to get potential buyers to pick it up off the shelf. Graphically it has to be enticing, with an interesting picture on the cover. The thickness of the book, hard cover or soft cover, determines how seriously we take the book. The font of the “title” has to co-exist with the storyline. (You rarely see comic sans title on a horror story.) And most importantly, the flyleaf needs to tell a concise and interesting tale that captures the reader’s attention and leaves them wanting to know more (and buy the book).

If you can do those things, you’re well on your way to building an amazing brand. It’s not rocket science – it’s story telling and packaging. Human beings are great at storytelling. So are you – so tell your story.


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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