With the elements of the hero's journey identified and expressed, we can build an awesome story. A story with real meaning for those we hope to serve.
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It's not just about what our website says. It's about what it relates. How it empathizes. How it starts a conversation. And how it inspires.
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Perhaps the most powerful aspect of our brand is not how it looks or sounds. Rather, it is the stories that our brand has the potential to trigger.
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Let's make the story as clear and compelling as we possibly can. We just may be surprised everything that it can help us get done.
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A great story is full of magic and wonder. It helps us feel like we can be part of something larger than ourselves. Something that can make a difference.
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Articulating a core belief eradicates the vagueness swirling around our story. Equally as powerful is the launch pad it creates for that story to take off.
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When we start with that profound difference we will make, our story becomes inspired - and connects people with that meaning they're longing for.
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We all have our favorite brand or brands. They are the ones that have the ability to connect with us. What is it that they do that builds that connection?
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So-called brand "gurus" cause the world to think that working with brand consultants is a crap-shoot at best. We all deserve a better brand process.
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While we’re throwing out advertising, let's be careful not to throw out what people really want. That’s a big idea.
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We need a reason to care before we want the details of the offer. So lay off the feature-driven branding.
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Defining the brand starts with a compelling and meaningful story. It may be in your history. Or it may be waiting to be revealed in what you do today.
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When a brand has a clearly-stated purpose, people will go out of their way to engage with and get behind the brand.
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Storytelling is still incredibly powerful. Anybody who says otherwise doesn’t know how to do it effectively, or is just trying to get a rise out of you.
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When you create the opportunity for storytelling, you create extraordinary value that can boost the asking price of your offering.
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The brand is no longer what the organization says it is. Rather, the brand is now defined at every touch point. It is your entire customer experience.
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If you can connect your brand to my aspirations, you'll make a more inspired connection with me than any litany of features could ever create.
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Imagine having your brand translated into something prospects will seek out. That’s the difference between a designer and a Translator of Brand Meaning.
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It doesn’t matter how brilliant I may think my idea is. If it ignores what's important to my audience, then it's a bad customer experience.
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I’m excited about the possibilities. Because now we can spend less time trying to hack a platform, and more time on compelling storytelling.
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