Consider branding as the way a business stages their story. Instead of a literal stage, the organization’s brand story is “staged” on a website, at an event, on a table top at an expo, in the design of an annual report, and so on.
In theater, when we stage a play we are establishing the world of the play. This accomplishes two things: 1) The world of the play has rules grounded in a belief system and aesthetics. 2) Everything you see, every light, color, sound, prop, and costume is designed to help the actors perform their roles, AND to help the audience fully receive the meaning of the story.
Does your business give enough attention to the world of your brand and how those rules help to connect your performers with your audiences?
If you’re not sure or have questions about the concept, let’s talk.