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?