By KELLE KITCHELL-COOPER

Many entrepreneurs, as well as established companies, seem to be looking for the “secret formula” to help launch new ideas or refresh their current business model. Most have read books or participated in seminars on how to market their businesses or launch the next “big idea.” However, more often than not, the cornerstone of all their prior successful marketing has been overlooked.

It turns out that few organizations have taken the time to establish a clear and concise understanding of their own brand story. In fact, few recognize the importance of their story and how it equates to the overall creation of a recognizable and successful brand.

An easy way to examine your brand story, and if you truly have one, is to perform this simple exercise: Imagine this …You’re in an elevator. You hear a voice asking you to hold the door, so you do, and to your surprise it’s the CEO of the company you are trying to bring on as a new account. Smiling and offering thanks, the CEO says, “So you work in product development, right? Remind me, what it is you do?”

Can you tell your story as if you have a captive audience and only have 1 minute to make an impact? Not unless you clearly know your brand vision and by making sure you can relay your vision succinctly.

Every organization has a story, by clearly answering the question of why you went into business it should help begin the process of understanding the formula behind your brand. If you feel that this exercise is one in futility then ask yourself the following questions:

What sets you apart or why do you do what you do?

Is your current brand story or brand message consistent and clear?

The simple bottom line is that if you don’t know your story how will anyone else understand what it is that you do?

Branding is an all-encompassing experience and it should be the first of many steps that translate your story into a successful brand. Remember that marketing or branding is not about slapping a logo or tagline onto everything you do. It is about making sure your brand story is one that is not only memorable but one that is clearly understood.

Make sure your story has energy and passion incorporated into to why or how your “Big Idea” originated and what it does to enhance the lives of others. Then tell your brand story whenever you have the opportunity.

— Kelle Kitchel-Cooper is the founder and director of development of The RockFish Group, a Pacific Northwest-based marketing and public relations firm.kelle@rockfishgroup.com | www.RockFishGroup.com