Character is action – Using what your brand does to define what your brand is

There is a truism that is often quoted in screenwriting: “character is action, not dialogue”.

For example, if you want to reveal that a junkie is addicted to drugs you don’t have him say “I’m so desperate for drugs I’ll do anything”, you put the drugs at the bottom of a blocked toilet, have him fish them out and swallow them.

Untitled

You know you’re a junkie if…

Character is action is also true in real life. When an on-hold message says “your call is important to us” but you’re still on hold 20 minutes later, that not only shows your call isn’t important, it also shows the people on the other end of the line are either happy to lie to you or delude themselves into thinking that no one will care about their lack of service.

This is why one of the first things any organisation should do when they’re thinking about brand development is audit how they act internally and externally, and how those actions appear to the people who see them. These actions do more to define how the organisation is perceived and what a brand currently stands for than any strategic business plan with overarching values and goals.

At Shabbadu, we like to start every brand development project with a Communications Audit and a set of workshops with our client’s front line staff. It allows us to capture and define every significant action taken on behalf of a brand. Are they positive or negative? Desperate or confident? Caring or selfish?

By capturing a snapshot of what an organisation does and how it does it, we give our clients a strong understanding of what their brand really stands for and what they might need to do differently to live up to the promise of their brand. It also gives us a great foundation to develop brand assets that make sense of the way their organisation acts.

This means you should end up with a brand that strengthens what it stands for in a natural, self-sustaining way, no matter what twists and turns the script takes.

Shabbadu’s Chris Taylor forced to hire his own sister.

It is with great regret that Shabbadu’s Chris Taylor announces the hire of a new Digital Strategist: his sister, Kate Crawshaw.

“I can’t believe I’m having to say this out loud in public, but I have a talented sister who knows more about the important field of Digital Strategy than I do.” says Taylor through gritted teeth.

According to Taylor, he was left with little choice. “Recently, more and more of our clients have been wanting in-depth strategic thinking for their digital and social marketing campaigns. I tried everything I could to hire someone else, but – and it kills me to admit this – the fact is my sister is one of the best thinkers in the field. Her fifteen years experience and strong skill set in everything from board-level facilitation and creation of strategic plans to implementation and staff training is perfect for our clients and for us.”

Headlock_01small

“As part of her hiring conditions I’m required to acknowledge that she is now, has been and always will be smarter than me and that Mum loves her more because she is clearly the better child.”

Crawshaw is clearly happy with her new role. “Now that the whole sibling rivalry thing’s been acknowledged as the no-contest it obviously was, I’m looking forward to teaching the little snail-eating bedwetter how the world really works. I’ll give my little brother his due, though. Shabbadu is a fascinating business with some great partnerships already in place. My role is to help nurture those relationships as well as strengthening internal processes as the business heads into an exciting growth stage.”

Taylor has no concerns about mixing family and business, though. “Look, if it doesn’t work out I’ll give her a hug, thank her for her help and tell her she was adopted.”