What’s your brand’s story?

What’s your brand’s story? And believe me, every brand has one.

You see, there are two types of brands existent in the world today: managed and unmanaged. Unmanaged brands flap their business image like the untied sail of a ship. So as the winds of perception blow, so the sail draws flat against the current, forever at the mercy of the whims of the external world. A ship lost unto the tide.

Managed brands, on the other hand, understand that only a vessel with a sail strung towards a fixed direction reaches its destination. Maritime analogies aside, the important thing to take away from this is as follows:

Your brand has a story. End of story. Either you are controlling, managing and utilising that story to the greatest benefit of your business, or you are not.

Writing, simply stated, is the art of telling your brand’s story. It’s the difference between “get it done” and “just do it”. It’s the solution to the 06:30 vs. six-thirty conundrum. It dictates whether your customers are interested enough to listen to what you have to say, and whether or not they’ll believe you if they do.

Do I have your attention now?


2 thoughts on “What’s your brand’s story?

    1. Hey Alex. Here’s my view: Every business has an image. If one goes to their favourite coffee shop because they like the atmosphere there, then “warm atmosphere” is part of the coffee shop’s brand image, whether they intended it or not. It’s the same with people – the guy who never cuts his hair or washes his clothes is likely to attract negative responses from people external to himself – that’s his identity; his “brand”. Similarly, the well-kept man is never short of hotel match booklets to flip open and offer blonde consultants in town on business. Thanks for the comment!

      Liked by 2 people

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