In fact, most brands have several stories to tell. They are told by every person in the company and every person that comes in contact with the company. Customers tell your story to their friends and family. Your story might be told in blogs, over social media, or even in print.
The same goes for your brand. People read their experiences with your brand, and retell the the story from their perspective to others. When their experiences matches their expectations, their loyalty increases.
Your business is not just brick and mortar, it lives. And because it lives, you have to let it breathe, let it make mistakes. Instead of trying to present Teflon smooth surface, allow it to have a personality, inconsistencies and all. Your story can be inconsistant, as long as it always keeps in mind your core values.
At PULP, we make your story the authentic story, the truth story, and we tell it loud and clear. Whenever possible, we work with your staff, to make sure the story they tell fits the company values. These stories don't have to be consistent, in fact it's better if they aren't. The secret of a living brand is not that it's rigid, but that it's flexible. It lives throughout your company, not just in your marketing department.