Brand Narrative · The tellers · Component
The external tellers
Customers, partners and media, and what each has been equipped with — because they will describe you either way.
The deliverable
What it is
A story told by a customer carries far more weight than the same story told by the organisation, precisely because it did not come from you.
What they can tell is determined by what they were given. Most organisations give journalists a press release and customers nothing at all.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The equipment
What each has been given to work with.
3 attributes: Provided · Usable · Last updated
LearnThe actual telling
What they actually say.
3 attributes: What was said · Source · Matches intended
Learn
Customers rarely lack the words. They lack permission and a fact they can cite without sounding like marketing.
The other components in the tellers
The internal version
What employees are actually given, short enough to use in conversation — because they do more narrative work than any campaign.
LearnThe variance check
What people inside actually say when asked, and how much it differs — the narrative’s real state.
Learn