Brand Story Is A Revenue Lever

Not a creative exercise.

Building culture and refining the brand story are the 2 most important things I will be doing in my upcoming planning and strategy meetings. I start by taking a look at my current brand book and see where it could use some love. From there I spend time recognizing all of the magical things that make whatever brand I work on so special. I also acknowledge some of the misses from the past few quarters. As both sides drive the truth of where we are today and provide relevant insights for growth.

Next I grab my copywriters and begin to refine the story. Let’s be clear this is not a rebrand it’s more like a refresh. Ensuring within the story there are clear pillars for content and programming. Giving the space for the consumer to engage with the brand values, rituals, behaviors, and emotional energy that make it recognizable, memorable, and impossible to replicate. Once I feel like it is in a good place it is time to get everyone on every team to buy into this culture. If the narrative is strong the results are even stronger.

Life is about evolving and so is brand work. Most of my career I have worked along side every team sales, finance, HR, operations, C-suite, and brand as the experiential marketing leader my job is to be a good listener. Understanding all of the key objectives from each team. Once I have clarity my job is to be an even better distributor. Deploying how we will move in harmony which in turn will drive loyalty and advocacy both internally and externally. This exercise drives alignment and a cohesive culture that no one is left guessing. Most importantly it will drive revenue goals.

Brand expression, story, and culture is the unique thing that can not be copied. The consumer today wants to connect in an intimate level with brands that have depth and meaning. In a world of disconnection it is time to reconnect on a deeper level to resonate with and remove the friction in the decision making process. There are products everywhere but unless I create something with meaning and authenticity it won’t resonate.

So ask yourself and your teams are we creating something with culture that people care enough about to follow regardless of trends, market shifts, algorithms, or competition. If you answer is no, hit me up let’s make some magic!