Or maybe I should say…change presents opportunity. When I think of organizational change, I think of two different ways in which that change occurs: gradual and sudden. Sudden or unexpected change can bring on strong feelings of resistance and fear even in even the most progressive individuals and organizations. Gradual change on the other hand can be slowly happening in the background all the time. This is the kind of change that is the most pervasive in the nonprofit organizations I work with. What I find is that overtime small changes can have a big impact on the brand. It is VERY common for organizations to change course. Overtime the way a company presents themselves becomes…well… very different than what they are actually doing. Unfortunately, it’s not an easy fix. (But, I guess that is why I have a job.) So, the question then becomes… how can you leverage change to build your brand? This may sound crazy but, think like a member of Screen Actors Guild (SAG). You may be thinking…”Whaaat?” Here is where I am going with this…
What is Brand Synthesizing & Why Is It Important?
Brand synthesizing is an exercise I use to align organizations with their internal culture, organizational goals, and external audiences. I have a special technique that I use to extract what is truly great about a brand and build cohesive core messaging around that. Brand synthesizing is more than storytelling. It is a strategic process that I use to bring together the narrative. I love relating it to being in show business in this overly simplified way. Afterall, who doesn’t love a little drama?
Your Company as an Actor & You Are the Screenwriter
A Tragedy Awaits. Imagine it! How Can We Avoid That Narrative?
What are your obstacles, your nemesis, your kryptonite and how can we overcome them? (I’m channeling a little bit of a S.W.O.T analysis with this.) If you can envision what your biggest obstacles could be, you are definitely more likely to overcome them should they arise.
How Do We Design a Story That People Root For?
Think deeply about what makes you a champion and put that forward.
Get to Know Everything About Your Character.
Don’t think on the surface. Go deeper.
Develop Your Monologue.
Now that you fully understand your character, what will he or she say? And in what way would he or she say it?
Learn Your Lines.
Memorize your lines. Once you have established what your company sounds like, don’t only make it simple enough to remember, but figure out a way to remember it!!
Make Appearances. Heck, Go on a Book Tour!
Once you you have nailed down your narrative. Take it on road. If you want to win an Oscar, you’ve got to campaign for it.
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