I write a lot about the difference between a “brand” and a “narrative”. The easiest way to distinguish between the two is a that a brand is an identity while a narrative is a purpose.
But how do we describe an identity or purpose? How can we communicate it to others, especially when working cross-functionally or in emerging situations?
Brand guides are used throughout marketing and sales, ensuring that the identity of the company is consistent. The brand guide exists so members of marketing and sales teams can create new materials that align with what already exists. That’s why there’s a particular emphasis on visual fidelity, such as logo, color palette and typography. It needs to be easily identified amongst others.
A Narrative Bible, on the other hand, is designed to communicate the purpose of the company for all stakeholders. It starts with a North Star Narrative, using the power of persuasion to weave ethos, pathos and logos into a compelling story. A Narrative Bible is also unique in how it directs the language, culture and functions of an organization. I also like to include essential models or diagrams that help share key ideas visually. And, we cant forget the importance of key messaging that takes that North Star Narrative and tailors it for targeted audiences.
While a Brand Guide is the responsibility of a marketing team, I would argue that a Narrative Bible belongs to senior leadership, along with regular feedback from employees. When it comes to communicating your purpose and achieving your aims, you want your Narrative Bible handy.