The third S for Brave is Storytelling, and narrative is everything in a great story.

The impact a powerful narrative can have is huge in how it can connect you to your desired community and influence the growth of your brand. Based on that, I was excited to host a webinar for Growth Tribe recently to discuss the role it plays in Brand Communications.

Topics which I think are critical to a consistently impactful narrative are:

Consistency and Clarity : there is something to be said for confidently standing behind your strategy and creative choices. Time and time again I have seen brands take a bold move only to buckle under the pressure of unreasonable expectations of immediate return. Examples I highlighted here of doing a good job are Nando's South Africa and Oatly. Distinctive visually and so damn topical!

Recognition : the devil is always in the detail. This is where I love to get granular in creative and narratives. What are the visual and verbal cues that allow someone to recognise you. This does go hand in hand with the above but recognition is created by a strong sense of differentiation and great creative execution, you can still be consistently shit so in the absence of quality storytelling you won't achieve recognition. Also in these tumultuous days, consumers can only build trust based on this, if you flip and flop in your identity you appear schizophrenic and unreliable.

Impact : storytelling is often used to change an existing narrative which is why it can be so impactful. That said, this can be used for good and evil so in order to place yourself on the good side of the story, make sure your narrative is grounded in truth and not bullshit. Businesses grow communities more and more based on value alignment, and consumers want proof which is hard to articulate if there is no depth in what you are saying.

All in all a successful webinar with reviews mostly in the 9s and 10s, so thanks Growth Tribe for the opportunity. Hope to partner up more in the future!

Remember fortune favours the BRAVE so go tell great, meaningful stories!

Photo credit : John Hogg at the very beginning of his photographic journey

#bebrave #bekind #strategy #sustainability #storytelling