Who are you, anyway?
In several recent conversations with client companies, there has been a gesture to a kind of invention — like:
“make me something I’m not.”
“trying to look, speak,
sound and feel like something”
“I don’t like how we look.”
“I don’t like our messaging.”
“I don’t like…”
The point is truth.
And your being in truth.
You need to be who you are.
If your brandpath is to evolve,
then a leader,
a brand’s cultural community
needs to build out that solution
and pathway to that evolution
as the case may be.
It’s one thing to look like something —
a skinning, superficial and epidermal brand —
it’s another to deploy the truth in a manner that
everything resonates back
to the heart of that truth.
Part of that journey will
be to find the truth.
You stand for?
When you look in, your soul point,
what is there?
A brand might be
about building business.
About creating change.
About solving problems.
About offering products and services in
a certain, defined and distinct manner.
The truth comes out —
when these actions are undertaken,
what is the truth of how that story is told?
Truth, an ancient word
“faith, firmness, solidity.”
Even in a more ancient context —
The line is true, the wood is
firm, solid, trustworthy.
What we contemplate is the idea of
truth — the accuracy of culture in context.
What is the culture that builds to truth?
Everyone has to believe.
That goes to the team.
And the clients, customers, guests and
audiences that your brand serves.
Better to study the truth of your proposition and focus on the eminently constructible offerings that hold authentically to
the heart and soul of your brand,
the light of your enterprise reason
Tim | Calgary, Alberta
G I R V I N | RETELLING RETAIL
DESIGNING THE STRATEGY OF SELLING :
BRAND STORYTELLING ENVIRONMENTS, EXPERIENCES = PLACES