The internal brand narrative needs villians as much as heroes.
“A brand narrative for the internal brand.” – Helping a world-famousauction house change direction.Backstory that underscored the relevant section of the speaker’s script, and also related to eachOne of the world’s two most august auction opposing images. We finished the session withhouses needed to change direction and the only a brand film, which showed the two worldsplace to start was in-house. Unfortunately, not working together.everyone in-house was happy. SuccessInsight There were numerous metrics, but we are proudWe 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 MarketingIt became clear there was a divide between Director in tears. She said, “That’s why I workthose who appreciated art and those who here!”appreciated commerce. How could we bringthe two groups together? We realised that the What could it mean for your brand?two groups needed each other, in order to beable to pursue their own interests. Without the We often think that a brand narrative is for theart there would be nothing to sell - and without brand’s consumers. But until everyone internally Consider the Hollywood saying: thesellers and buyers, there would be no art to be is aligned, the brand will struggle to come to life bigger the villain, the bigger theappreciated. convincingly. hero. A brand’s narrative is more compelling when its obstacles areCreative execution more challenging. Are your brand’sFor the internal communications road show, obstacles big and explicit?we split the traditional single-screen behindthe speaker into two screens; one side ranimages of significant works of art sold thatyear; the other carried short, emotive headlinesIf 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 6265narrative and copy analytics to give brands an unfair advantage, please call Chris West. Find out much much more about verbal identity on Twitter: @verbid