You know what you want people to believe, but how do you convince them?
There are two ways at it: the first is to
base your story on a set of facts, then engage people in intellectual argument.
“Ours is bigger, better, cheaper, faster etc.”
Or you can tell compelling stories around ideas, and then engage with people’s emotions instead.
At Headmint, as brand consultants, new clients often come to talk to us about brand strategy, but for most successful brands, telling their story is where it all starts. It’s not just a matter of refined communications written by the marketing department, or by the agency. It is a story that has been genuinely collaborative, shaped by multiple ‘writers’, employees across every function, channel partners and most important of all, consumers.
As the brand story is passed from one collaborating ‘writer’ to another, the story is continuously honed, rewritten, retold.
More than ever, it’s impossible to control the story that’s circulating about your brand, so uncover your real story, make sure it’s authentic, and then tell it as it should be told: with relevance and meaning in everything you do.
Judy Browne is Managing Director of Headmint - an international brand development and marketing insights company based in London. Headmint brings together a top team of brand talent, world experts in their respective field.