Let’s suppose you’ve done all of the above. You have your story. Your brand story. So is that it? Well, sorry, the answer is no. You still need one more step in order to be successful.
A wise American communication guru once wrote a book entitled ‘Words that work’, but the subtitle of the work is perhaps the most interesting aspect: ‘It’s not what you say, it’s what people hear.’ In other words, it's not what you say that matters, it's what people hear that makes the difference. You know yourself that you sometimes hear the same thing differently. And that usually has to do with who says it, and above all, how and with what words.
Great, but how can we get it right? It’s simple: you think about how you say things. And if you’re smart, the way in which your brand story is told will be one hundred percent consistent with the personality that you have given to that brand. For example, if your brand takes the attitude that an individual athlete should try a little harder to excel in a specific sport, then you will tend to speak in the form of a command. Just do it, for example.