Corporate Branding and Identity - Story Matters Here

Excellent branding, at its core, is practically nothing a great deal more than uncovering and revealing the truth behind the facts. Ronald Reagan once said, "Facts are stupid elements." Even although it was a misstatement, it was obviously accurate. Think about all the commercials and advertisements you have observed where they tell you some simple fact or facts about the item or service. Do you care? Of course you don't, given that the details, by themselves, are stupid things. They literally have no life in them, so they make no impression on your heart. They may perhaps impact your thoughts, but the influence won't last - and it obviously won't modify your behavior - since it's in the heart exactly where we make those types of options.

The only point that can make that sort of influence on our hearts is story, and story emanates from the truth behind the details. What do I suggest by this? Let me give you an instance.

From The Wall Street Journal, June 18, 2007 by Sarah McBride, comes the following two paragraph excerpt from "Web Radio Races to Break Free of the Computer."

In January, a recreational automobile in remote West Texas abruptly began blasting the Steve Miller Band's "Area Cowboy." It was a triumphant moment for Slacker Inc., a commence-up trying to move Internet radio out of the laptop and into the auto.

Parked on the side of a road near Fort Stockton, Slacker's 36-year-old founder Celite Milbrandt uncorked a 1982 Chateau Lafite Rothschild to celebrate. A handful of hours later, he pointed the RV toward Las Vegas. There, Mr. Milbrandt demonstrated the mobile service for the potential investors at the annual Client Electronics Show and in the end raked in an more $40 million in investments for his firm.

Now that is story. The details of this account are easy sufficient. It could have been rendered as a result: Slacker, Inc. has confirmed the feasibility of Mobile Net radio, and therefore has managed to secure an added forty million dollars in capital at the annual Client Electronics Display in Nevada.

Talk about uninspiring.

The story version, on the other hand, reveals the heart piercing truth behind these stupid facts namely, that Celite Milbrandt, the founder of Slacker, Inc., has an extraordinary passion and dedication, evidenced by his willingness to drive to remote West Texas to test his radio's signal, and that he received a forty million dollar vote of confidence from investors. These are the types of details that bring the facts to life, and they are the kind of details that are sadly missing from most marketing and advertising messages being churned out by today's enterprises.

Assume about your company's attempts at marketing and advertising, or at branding itself in the eyes of your prospects and prospects. Are you producing story for them, a story they can relate to in their hearts? Are your branding and advertising and marketing messages speaking to them on a level that the details by themselves just aren't capable of reaching? If not, possibly you want a tiny assist.

That is OK, because even though you may possibly be the president, the founder, or what have you, and all the passion may have originated with you in the primary place, that doesn't imply you are ideally skilled to communicate that passion. There are specialists for that, and those are the people today you have to turn to. People today with the dedication, persistence, and skill to uncover your passion and what drives you, and then reveal it to the world as a result of story in such a way that it makes a life modifying influence on your prospects and customers.

Inquire for assist, and soon you'll see how highly effective story can be when it comes to corporate branding and identity.