This article is by David Galullo, CEO, Rapt Studio. He and his team recently completed the design for the Adobe Campus in Utah.
Happy Monday everyone. Hope you all have a good week. To get us started, I ran across this article a few days ago and I really like the wisdom it shares.
It points to a major flaw in our thinking about branding and helps us understand it. But the article doesn't go far enough to offer solutions. But I have some ideas to share with you to help correct that.
The author of the article, David Galullo, accurately states that the word 'brand' is the most misused word today. Kind of like 'storytelling' :) He says that brands no longer are about messaging or 'yelling louder' about what a company does or sells. Branding today is about making a meaningful connection to the customer and employee.
Effective branding now starts with figuring out who you are and why you matter. Galullo says these are hard questions to answer. This is where storytelling enters into the picture. Answering these two questions is not an exercise in making a list about your attributes. You'll have a nice beginning list, but will miss qualities and not get at meaning.
Start first with telling the story about how/why the company got started. Then tell the story about the turning point when you realized the company and what it does/offers is important. From these two stories your answers to "Who are you?" and "Why do you matter?" emerge. Even if you have your brand set, tell these stories as a re-check to see if any tweaks need to happen.
From there you can then share those stories, and craft additional ones, that generate meaningful connections between you and your customers. Lori Silverman and I share which stories to tell and how to tell them in our new book Business Storytelling for Dummies that is now available on Amazon (yes, shameless self-promotion).
Have fun with these stories.
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it