One interesting thing to note about brandtelling is that your story often changes over time (despite the fine Zepplin song title to the contrary). This change in your brand is often natural evolution, things change, the industry changes and your brand (and its story) change with it. Sometimes your change is revolutionary.
Think about Apple and music. While listening to music on your PC/Mac might seem a simple evolutionary step, it’s still a leap to the iPod and iPhone.
Scott Sweeney on Man vs. Blog says “Don’t Be Afraid to Reinvent Yourself” and uses the example of a musician who seemed to come out of nowhere with a new hit single. It’s not the case and Scott proves to be a rocker detective in sorting out the singer’s evolution.
“If you feel your talents are being overlooked, there is no shame in reinventing yourself. Evaluate what you are trying to accomplish and make changes when needed, even if it means adopting a new persona. As long as you are true to your
personal vision, reinventing is a great way to get a fresh start at something you love.”
These reinventions and evolutionary leaps, like reptiles to birds, take the right timing, the right environment and right skills. And then they need the right story and brandtelling to make them comprehensible to your audience.