Over the last 12 months the most frequent question we are asked is ‘Can you help us develop our brand story?’ It is time to burst that bubble, like the Yeti, it doesn’t exist. There isn’t one ‘magical story’ but many real stories.
There are many definitions of what brand is and here is one we are putting on the table. Simply stated ‘Your brand is the stories people share about their experiences with your company, your people and your products’. These stories could be about poor service or clumsy products or they could be about amazing products that have been life changing, think iPhone.
A company cannot hope to communicate its brand through one single story. Brand is communicated through many stories. Collectively these stories are your brand and it is the stories lots and lots of them (not one) that convert what David Ogilvy’s (who was known as The Father of Advertising) defined as the intangibles of a brand into tangibles.
So just like the Yeti, the magical brand story may be out there, we are not saying it isn’t. But there is no convincing evidence of its existence. Companies may be better off focusing their expeditions on looking for real creatures. How many exist in your organisation? Real stories do exist, they just need to be found and shared…..or you can keep looking for the Yeti.