Brand Narrative · The tellers · Component
The internal version
What employees are actually given, short enough to use in conversation — because they do more narrative work than any campaign.
The deliverable
What it is
The most common brand encounter is an employee answering “what does your company do?” at a dinner party. Nobody measures it and it happens thousands of times.
They can only tell the version they were given, which for most organisations is a deck they saw once during onboarding.
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 short version
The two sentences an employee would actually use.
3 attributes: Short version · Length · Comfortable to say
LearnThe hard questions
What employees are asked that they cannot answer.
3 attributes: Question · Answer given · Covered
Learn
Employees answering “what does your company do?” is your largest channel. Give them two sentences they would actually say.
The other components in the tellers
The variance check
What people inside actually say when asked, and how much it differs — the narrative’s real state.
LearnThe external tellers
Customers, partners and media, and what each has been equipped with — because they will describe you either way.
Learn