Let Us Tell Your Story

What’s Your Story?

It’s such a basic question, but one that most organizations struggle to answer … much less communicate clearly. But in today’s age of endless marketing messages competing for a very short attention span, clearly communicating your “story” is an absolute imperative. Articulating and embracing your brand story from within is what makes it happen.

The values and ideas your organization stands for must be understood, accepted, championed and even bragged about from the inside out. Far more than any ad campaign, website or tagline can ever be, your brand story is the core truth of who you are and shapes everything your customers come to expect and value about you. Your story must be agreed to by everybody in your organization and consistently told to open meaningful conversations with everybody outside … those who need your products and services.

So often this vital step is skipped, resulting in brand confusion. People from within your own walls move in different directions, each telling their own version of your story. Customers get mixed messages and your brand story becomes diluted, failing to hit the connect.

So What?

As a business strategy, brand alignment helps you ensure that everybody inside your organization fully understands and embraces your unique truths, that everyone from CEO to receptionist can answer the most basic of questions: Why do we do what we do? And, more important, so what? Why should anybody really care? How are we relevant?

In a world where most people’s basic needs are more than met and competition in most markets moves at light speed, how do you ensure that what you promise is relevant to customers, employees and partners? Even more important, how do you ensure your entire organization can live up fully to those promises?

Telling Your Story

Typically, brand perception is much easier to correct than your brand itself. Our proprietary Brand Alignment Process analyzes your organizational vision, objectives and operational reality to make recommendations and help you adjust what we call the “Six Points of Your Brand Story:”

1. Focus – Is your message focused and consistent with your ideas and values or do you send mixed messages?
2. Relevance – Does your message make a real difference to your target customers and do they care?
3. Core Values – Are you clearly communicating the core values and differentiators of your company such as integrity, disruptive technology, highest quality of service, etc.?
4. Personality – Do your customers and prospects see your company as it truly is (fun, conservative, professional, etc.)?
5. Affinity – Does your brand attract your target customers and keep them coming back?
6. Experience – Does the experience you promise match the reality of what and how you deliver value?