Brand stories help focus and funnel social messaging

Artwork by Louise Campbell 

An effective online communications program requires more than a neat web network.  How a brand conceives and then conveys its sales pitch using Facebook, Twitter, email, and the like, matters far more.  A cohesive brand story, like an elevator pitch, is essential for connecting with true audiences - for whom the social web is increasingly very noisy. .

In the latest  Brand Week, Donald Friedman, principal at the branding and marketing consultancy Sequel, writes about messaging “dysfunction where everyone in an organization is working hard, but the brand is going nowhere." The root of the problem he says may be employees spinning their wheels in silos without a common communications goal or clear brand narrative.

This speaks to the absolute need for team integration and a disciplined approach to honing a  core message that can then be woven into a sticky brand story ... one that translates consistently across all channels.