Brand Story One Message Consistently Across All Channels
"Story is the basis of all marketing. That's not fluff—it's how human beings are wired." - Daniel DiGriz
Why Craft a Core Brand Narrative
The oldest form is still the norm.
Problem
The founder's story behind the company is interesting, even inspiring, but it doesn't make people buy. The growth story might appeal to investors, but customers could care less.
Hurdle
Without a binding, central narrative we're left slinging 'messages' at our clients haphazardly and without any convincing guidepost to anchor those messages.
Solution
The answers aren't buried deeply—they're just distributed widely. Customers have a piece. So does Operations. The salespeople know part of it. And there are a few Yodas in the mix who complain but have the keys.
Mandate
Your organization's marketing, messaging, and communications will be guided by the story of what you're changing in the world and how your customers experience that change. It's there—and it's going to be brought to light.
Offer a pitch, and people excuse themselves. Tell a story, and they gather around. You've reached a level of revenue that you can be proud of. Now the risk is being comfortable. Let's take the opportunity to up our game and raise the stakes for competitors who want to take our customers.
One more spiel
won't close a deal.
What the Heck is a Brand Story?
Someone you know thinks it's this . . .
Is his name Kevin? It's Kevin, isn't it.
An Aspirational Narrative
Is behind every choice to learn something or decision to buy.
It Goes Back 40,000 Years
Story inspired our tribes to explore & migrate . . .
And the best stories drew others to our fires.
Our species thrived, as a brand, because someone told effective stories.
"Every organization has a story behind it. Constituents are drawn to that story, because it fulfills our human desires and motivations. Story is the central Bonfire."
Daniel DiGriz, Digital Ecologist® at MadPipe®
Effective Brand Stories
Connect your audience to their core aspirations, and you win them for life.
Your Audience Will Go With You
Because your story is powerful, and your message gets across.
"Organizations succeed by producing a single brand narrative, carrying the same messages throughout the organization AND externally to the market. They fail when they don't produce an end-to-end experience." – Daniel DiGriz
An ongoing series
gets more queries.
If you're still around, your pilot is a success. The series lies in telling a consistent story across as many episodes as possible.
Success is Seeing the Needle Move!
And everything else is codswallop.
You can only improve
what you can prove.
The Glory is in the Story
Seems like you're still here . . .
