Brand Narrative · The tellers · Component
The variance check
What people inside actually say when asked, and how much it differs — the narrative’s real state.
The deliverable
What it is
Ask ten people to describe the organisation in a sentence and record the answers verbatim. The variance is the narrative’s real state, and it is usually higher than anyone expects.
High variance is not necessarily a failure. It matters where the descriptions are incompatible rather than merely different.
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 answers
What people actually said, recorded verbatim.
3 attributes: Answer · Given by · Collected
LearnThe spread
How much the answers differ.
3 attributes: Distinct versions · Holding intended version · Compatible
Learn
Sometimes the version people are actually telling is better than the official one. Adopting it is a legitimate response.
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 external tellers
Customers, partners and media, and what each has been equipped with — because they will describe you either way.
Learn