Give Your Ideas Life
Jennifer Bishop
Strategic Growth Advisor | Investor| Helping B2B Service Providers Grow Their Pipeline
A powerful way to tell a brand story is to give your ideas life.?
For example, we might wish to convey the idea or value of freedom.
To illustrate this, we create a basic simile or metaphor, a word picture such as “free as a bird”.?
To further animate our idea, we then endow this metaphor with agency.
Freedom is not only a now a bird, flying and swooping but as we raise the stakes for our bird. The bird becomes caged or trapped in a snare, no longer able to fly or express its freedom.?
We are now emotionally involved in seeing how our bird might escape or regain its freedom.?
Aesop, the Greek storyteller, is renowned for his fables which illustrated small ideograms or thought images, and crafted mini narratives around them.?
He created many fables featuring animals and humans interacting, embodying qualities such as:
When constructing a powerful brand story we collate all key ideas, the characteristics of our clients, and our own experiences, into one distilled character journey that illustrates the moral conundrum from which our solution can emerge.
When our audience sees these ideas interacting with other agents, benevolent or not, and overcoming challenges to achieve their desired outcomes, the audience becomes naturally involved in the solution provided.
The more your audience immerses themselves in the narrative, the clearer the stakes, the journey, the challenge, the battle and the victory, the easier it is for your audience to reach out to you wanting to figure out how this journey can work in their own life or business.