Build your brand like a fantasy hero!
Build your brand like you would build a mighty warrior. Stories should always be the foundation of your identity, and stories about who we are and where we come from will resonate with audiences. Building a Barbarian in Dungeons & Dragons employs the same skills as building a successful brand narrative. So, ask yourself, is your brand a Bard, Battle-master, or Barbarian?
- Start with a foundation.
- Add something unique to the mix.
- Create an open-ended background.
- Engage with collective storytelling.
- It's dangerous to go alone!
Start with a strong foundation
All stories start somewhere, so ask yourself, "What does my brand do?", "How does my brand do this", and "Who is in my party". The fundamentals of storytelling start with purpose and conflict. Perhaps your brand is sleek and stylish, and seeks to save the customer from the perils of time mismanagement. Perhaps your brand is mighty and proud, seeking to unite the micro-entrepreneur's by allowing them to crowd fund each others stocks. Perhaps your brand is similar to these characters, or wildly different. Either way, your story only begins with a personality and a mission.
Add something unique to the mix
The hero's journey is a popular narrative device that illustrates how all stories boil down to just a few elements. Business is no different. That is why it is pivotal to your story to be different. Remember that no two Barbarians are created equal. Your brand will be unique in ways both obvious and not. Your narrative then is to be built around this unique element be it service quality, product manufacturing, or an original concept. Perhaps your brand is a standard silver-tongued rogue, they're a dime a dozen. However once we find and involve your humble beginnings as a door-to-door salesman, that's when we establish intrigue. That's when a story takes a hard turn from monotony to engaging. And for those feeling that perhaps their brand has no unique element, I say your bland can be your brand. Lean into it and if all else fails, you can always laugh at it.
Create an open-ended, digestible background
Nobody wants to read a novel when they expect a text message. Equally nobody wants a text that says "K". Your brand, as with your proud hero, should seek to have an appetizing backstory that supports your current narrative. The backstory isn't the story. You cant move forward if your always looking back. A backstory is to establish unique and interesting events and reinforce values. The backstory should support your hero's "why" to adventure. As your brand and hero venture on, the backstory will begin the fade, and be replaced by new past adventures that better reflect your current situation and personality. That is not to say that the backstory is not important, only that the battle axe is only as interesting as the hands wielding it.
Engage with collective story telling
Do not be afraid to allow others to engage with your narrative. World events, mishaps, and social media can all derail an overly frigid story arc. Instead allow these situations to highlight your values, to round your personality, and to stay agile. You are the main character and the story moves with you, but no hero sets out on adventure expecting to remain unchanged. Other characters in your story can shift and move, but your mission, your driving force, will overcome any dilemma. In doing so you will create a new story that your audience, employees, and partners will feel invested in, one of overcoming obstacles, growth, and development towards your "why".
"It's dangerous to go alone! Take this"
Often its difficult to see the forest for the trees. Being so close to your brand can blind you to what makes your company so unique and valuable. Getting an external opinion can be the fuel that launches a brand to new heights. As a Brand designer I deep dive regularly into businesses to find the "why" in their work, and build a strategy to create intrigue and dialogue about their products and services. If you'd like a second opinion on your new brand-barian you can message me anytime for a consultation. Otherwise go forth brave champion to adventure. Huzzah!
