Better Brand Story

Your company story changes many times before it reaches your employees, customers, investors, and stakeholders. Your message gets weaker as it moves farther and farther from the source.

As a leader, you are your company’s principal storyteller. Employees, customers and investors all look to you to set the theme and develop the plot. Tell a great story and they all want to be characters in it. Every business transaction becomes charged with meaning and drama. In a good story, threats and setbacks are sources of narrative suspense, motivating the protagonists to fresh feats of ingenuity and daring. If you want your employees to act like heroes, you’ve got to provide them with an epic.

Your story brings people together. Crafting a compelling story and nurturing it over time is your most important job.

So what story are you currently telling? Is it keeping your audiences on the edges of their seats? Is it inspiring your employees, enticing your customers, holding your shareholders in thrall?

Anchoring a brand in story isn’t buying into the latest management fad. The client isn’t buying a proprietary process and at the mercy of agency “experts” to translate the process. By emphasizing story (mythology and archetypes) you’re harnessing a living force, primal impulses as old as humankind. It is both old school and cutting edge. Bold yet familiar. It is profitable because the modern world is based on logic and practically fetishizes efficiency and homogeny. Now more than ever people crave the experience of being truly alive and relentlessly search for meaning, even if they have to ritualize it in the form of commerce.

I can help you to craft a better brand story, elevate your brand promise, and signify the meaning of your story across a variety of integrated new world media.