I get a lot of inspiration about from music, especially clever lyrics. I heard the song “ You are a Tourist” by Death Cab for Cutie while I was driving from a networking event and I was struck by the loneliness and need for change that the song expresses.
But I really began thinking about brand storytelling when I heard this part of the lyrics:
“Cos’ when you find yourself a villain,
In the story you have written
It’s plain to see
That sometimes the best intentions
Are in need of redemptions
Would you agree?”
It’s true of many brand stories, I think. They sometimes have a way of getting away from us. We may not recognize ourselves in them. Worse, we become villains in our own stories.
And, as the song suggests, our story may be in need of redemptions.
We often think about changing a brand in narrowly defined ways: rebranding an image, a new logo, a new website, perhaps some new colors, and ooh, a cool new font! But I think that a true rebranding – a brand redemption – requires a stronger story.
If you’re rebranding, go to the roots of your story. Get everything out on the table. See what still has merit; and look for ways to strengthen it. See what no longer applies; and let it go. Because the villain in your brand story – be it a misdirected service, product or mission – is not doing your brand any favors.
Would you agree?