I'm often asked if I work on branding. A company, product or person's brand is best thought of as their personality or identity -- something that can help them be easily identified in a crowded field.
And while branding is essential, it has it's limits.
Companies need a narrative. A company's narrative is a system of stories that align language, comms, culture and functions around a shared purpose. A narrative goes beyond color schemes and catchy slogans -- it's the source of truth for the business.
As a narrative strategist, I love helping company's craft their narratives. Ultimately, your narrative informs your brand. So if you find yourself focused on your branding, take a step back and see if you can identify your narrative. Starting with your purpose is always the best step.