BRAND THE UNBREAKABLE FRAME

STORIES ARE GREAT
TOOLS THAT ALLOW
PEOPLE TO CONNECT
WITH AND ASSIGN VALUE
TO A MESSAGE OR IDEA.
They have the power to influence behavior,
inspire action and persuade perspectives.
Telling stories about the brands we market
is at the core of what we do as impactful
communicators. We spend most of our time
trying to protect the frame that others attempt
to put around our organizations.
We believe there are three levers of identity
that people use when describing most
B2B and professional services organizations:
relationships, reputation and
intellectual property.
Failing to adequately frame the conversation
around your brand surrenders your story to
the competition and other stakeholders that
try and frame it for you. The story becomes
disjointed. Experiences that your audiences
have with your brand, on or offline, greatly
influence how others perceive you. However,
these messages don’t always consistently
reflect your organization’s true essence.
IN SHORT: It creates an unclear and
complicated mess.
It takes a well-articulated and differentiated
brand to frame the conversation around these
three levers, and an even stronger one to do
that when you’re not in the room to speak
for it.
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