Day 12 – Brand Story
Today is the end of the working calendar year. Holiday! Subconsciously I want to just chill out and not do anything!
But no, I have committed to writing. So I write. It’s a bit of a hack tonight and I am leaving it at that. Will complete it tomorrow. It is another very important chapter of the book. I cannot rush it.
I will share my rough work. A fleshy outline. And a diagram I use in my webinar, presentations and program.
Brand Story
Brand story is far more than a tagline. It’s more than a marketing message. It is the sum of all interactions with a brand for the entirety of the customer journey ~ me!
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Exposure to brand story is piece meal
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We start with minimal awareness
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As our interest is piqued because of an alignment or aspiration we embark on the journey of increasing that awareness.
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Exposure to more of the brand and its culture adds to the brand story we are assembling in our mind
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Until at a point, where alignment has reached the trust factor big enough to become a customer.
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Then the real opportunity begins. Induction as a customer. The culture of the brand through its delivery on the promise of all they offer. Their values, purpose and impact made real.
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It is about the moments. The language of those moments. The connection made. Empathy. Alignment. Co-creation of impact.
- Story is a journey
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Culture is brand
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The elements that contribute to strong culture are:
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Shared Vision – common BHAG
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Purpose – all rallying behind this objective
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Values Alignment – the values that individuals bring to work align with the core values of the brand
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Impact Model – befitting of your product/service, purpose and people
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Mission Alignment – there’s nothing contradictory from any part of your business or supply chain
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Story Framework – for flawless service & delivery with story embedded
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Stakeholder Investment – top to bottom buy in of the brand culture & story
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Formula
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Golden Story flow – an awareness and experience journey. A journey of empathy, trust building, connection and moment building.
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The customer as the hero in the journey
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Provide the ideal moment. The right brand story bite information, brand language, offer at each customer journey marker
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Impact Brand Story Advantage
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Co-creation of impact creates an invested customer.
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Inducting invested customer into the storytelling language empowers them to share their impact
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Mission Alignment – Authenticity or Death
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Two parts:
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Review: Analysing all aspects of your organisation to identify any misalignment
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Design: Shaping what your organisation does and how it does it, to authentically realise your purpose and values