Chewing the Fat Episode 4 – Story starts at the top
In our fourth episode of Chewing the Fat, Wendy and Jason talk about how your brand’s story needs to start at the top.
How do you begin defining your story? Story is just another word for vision. It’s the purpose of your organization. Your “why.” Everything should follow from there.
You need a VERY clear understanding of your purpose to tell consistent, effective stories. Communication may suffer, and the more tactical people on the team may have trouble telling your story if that’s not clear.
The most passionate advocate to tell that story must be the founder (or whoever is the top person in the company). They’re thinking much bigger than the rest of the organization, and it’s much more inspirational coming from them.
Your brand story affects everything—not just marketing, and it impacts your sales pitch decks and assets you’re putting into the world. It must start with that consistent story. Everything ties back to your purpose, your “why” to truly resonate with your target audience.
Everyone will have a different version of the story if it’s unclear from the get-go. And that’s when problems arise. Customers will be confused, as will the entire team.
Repeat your story again and again, so it really sinks in. Just because the story may be clear to you doesn’t mean it’s clear to everyone. Some people have to see it in writing or visually to truly understand it.
Want to know more? Watch the full episode to hear Wendy and Jason talk about nailing the story from the top down and how ContentBacon can help.