It's easy when you're writing the brand narrative to focus on looking for heroes inside. But don't forget what Hollywood knows: the bigger the villain, the bigger the hero.

1. “A brand narrative for the internal brand.” – Helping a world-famous
auction house change direction.
Backstory that underscored the relevant section of the
speaker’s script, and also related to each
One of the world’s two most august auction opposing images. We finished the session with
houses needed to change direction and the only a brand film, which showed the two worlds
place to start was in-house. Unfortunately, not working together.
everyone in-house was happy.
Success
Insight
There were numerous metrics, but we are proud
We conducted a series of interviews with the to say that at the end of the Paris road show,
Board and Directors from different departments. a team member approached the Marketing
It became clear there was a divide between Director in tears. She said, “That’s why I work
those who appreciated art and those who here!”
appreciated commerce. How could we bring
the two groups together? We realised that the What could it mean for your brand?
two groups needed each other, in order to be
able to pursue their own interests. Without the We often think that a brand narrative is for the
art there would be nothing to sell - and without brand’s consumers. But until everyone internally
Consider the Hollywood saying: the
sellers and buyers, there would be no art to be is aligned, the brand will struggle to come to life
bigger the villain, the bigger the
appreciated. convincingly.
hero. A brand’s narrative is more
compelling when its obstacles are
Creative execution
more challenging. Are your brand’s
For the internal communications road show, obstacles big and explicit?
we split the traditional single-screen behind
the speaker into two screens; one side ran
images of significant works of art sold that
year; the other carried short, emotive headlines
If you’d like to find out more about how Verbal Identity is using tone of voice, brand e: YoWesty@verbalidentity.co.uk / t: +44 (0) 20 8127 6265
narrative and copy analytics to give brands an unfair advantage, please call Chris West. Find out much much more about verbal identity on Twitter: @verbid