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The Story in Branding #3 | No Shortcuts

Updated: Mar 6, 2019

Robert McKee, author of the book Story states: “From inspiration to last draft you may need as much time to write a screenplay as to write a novel”. Although in the case of a brand story or strategy this analogy might not include a George R.R. Martin type Song of Ice and Fire (Game of Thrones) size novel of 700+ pages, but more a Schachnovelle size short story (128 pages).

The point we want to stress here is that every word, every komma, but also every pause/space takes effort and thought, because every element needs to be right. Each fulfils a specific role and reason in a brand story. And, if it doesn’t, it shouldn’t be in there.

Whilst this might be one of the hardest things to make clients understand (why do you need to take even more time, it’s already good enough), it is also difficult to exaggerate the importance of a good brand story, brand strategy or brand blueprint. When done right it can (and should) last for years. It will make your life easier and that of your whole organisation, because it gives clarity, meaning, direction no matter if it’s brought to life in communication, content or (social)media.

An example from our own practice: our brand blueprint approach takes 11 steps. Every step is necessary, every step takes a lot of thought. We do not compromise on them. And neither should you.

Let’s end with a McKee-inspired quote: “Marketers learn that economy is key, that brevity takes time, that excellence means perseverance.”

Storytelling has been hyped and booed off stage. We don’t really like either extreme. We simply value storytelling as a proven set of principles (not rules) to excite and entice an audience, build a brand and create great work. Nobody describes storytelling better than Robert McKee. That’s why we decided to take you with us on a journey, describing and capturing what we can learn from storytelling and its principles. We’ll start with a quote or excerpt from aforementioned book and illustrate the essence through a marketing example.

We will help you achieve Growth for Good by getting to the core of your brand, (re)shaping it, and connecting it to your audience. Peas+Carrots

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