A few weeks ago, I saw the new, "live action" Lion King in theaters with a friend of mine. While I wasn't necessarily disappointed, it felt like something was missing that was inherent within the original. I couldn't put my finger on it, even though the new movie had far better animation, a higher budget, and an opportunity to improve on something that was already there. It just wasn't the same.
Disney + launched recently and after watching the original, I got it. The new version's characters were so realistic that they couldn't convey emotion (hard to make a lion cry or show happiness), but cartoons make it possible.
Watch any scene from the original, be it Mufasa rescuing Simba in the gorge, Scar and the Hyenas' ghoulish anthem Be Prepared, and the return of Simba as king, and it's impossible not to become emotionally invested. That is what was missing from the new rendition.
The point that I'm getting at is this: you can have the fanciest tools, the best animation, or a better mousetrap so to speak, but if you miss out on getting emotional buy-in, it falls short.
Story beats features.
There is a lot of science and research to building a brand. Knowing the right things to say, the right colors to differentiate yourself from the competition, all that other stuff that is tactically important to the job. It is important, absolutely. However it is easy to approach branding with all head and no heart, which is where things go wrong. Most likely, it is because entrepreneurs and change-makers overlook a giant piece of the puzzle: themselves.
That's right, you. You have a story. You have been places others haven't, you have a personality, and you have envisioned a world different than the one you currently inhabit (that's why you're in business after all, to change the world). You are a rebel because you've decided that the current way things are is not satisfactory. You are driving change.
My ask is this: don't lose sight of how important your story is. It is your biggest asset in building a brand.
After 23 trials and test results, the Sloth Sanctuary concluded that sloths take an average of 16 days to fully digest food and rid itself of food waste. 16 full days is the same as 384 hours, 9.6 work weeks, or two working months to produce shit.
I'm currently reading The Lean Startup by Eric Ries. He talks about one of his first ventures and that they had spent six months working on a product that no one liked. No one knew how to use it, what good it did, or why they should buy it. Without mincing words: it was shit. It earned no money and it didn't help anyone.
What's the point?
It doesn't matter how long something took to make and how much effort you've put into it, if it's not useful to anyone, it's shit.
The remedy? Make something useful for someone and find out early whether or not it has value.