Embedding our brand story

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
— Seth Godin

I teamed up with a large international brand as part of their learning programme to help customer facing employee create those "expectations, memories and stories." 

Customer-centricity is a strategic approach to business - but only if customers tell the story.

It's always fun to be the speaker at the end of the day after six hours of Power Point presentations. It doesn't matter what you do - if it's doesn't involve a Power Point presentation - you've won. If you don't have a Power Point and you do have 2K€ worth of Lego - you're status as a saviour is confirmed.

The session was real simple, the people on the course had to answer two questions:

  1. What is your personal story for this X brand?

  2. What are the values that drive you?

These are specific but equally wonderfully abstract questions. Post It notes could never do it justice.

They could build, write, draw, colour - its was a blank canvas but they had to play. Play does something to people. Using your hands transforms how you think.

People worked individually but as part of a team. Having built their own model they then created a shared model within the team. Individuals highlighted a key component of their model and used them to build one model that combined all the stories.

The result was a huge range of stories about passion, fighting common enemies, working together, leadership, fun, loving what you do. Stories that, by no coincidence, were connected by a common set of values.

But something else happened during the session. Not only did we create content but in many respects the journey was more important than the destination. People learnt by doing. They learnt to take abstract thoughts and turn them in to concrete narratives. They learnt how to express their values and beliefs. And, equally important - they had a lot of fun.

I never refer to clients specifically.