The Line That Sticks Is The Honest One

We all desire the perfect one-liner that represents our essence and activities. This tagline, fitting on a homepage or business card, should sound intelligent and be memorable to others. It is often seen as a characteristic of a genuine brand.

However, the issue with relying solely on one-liners is that they are not sufficient to establish trust. They lack the capacity to encapsulate the vastness of your purpose. While they may grab attention, without a narrative behind them, they are merely a few words.

It is stories that create connections and provide your brand with a backbone, a voice, and a compelling reason for people to engage. Philip Kotler once said, “Marketing is the creative use of truth.” People are drawn to stories that resonate with them, compelling them to return for the genuine meaning they convey.

Revisiting your story can be challenging, particularly when it no longer feels as coherent as it once did. It is common for the language used to describe your work to lag behind as you progress. This does not indicate that your brand is flawed; it signifies that you are evolving towards a higher level of clarity.

Your story is allowed to evolve, to expand, and even to contradict previous versions. The key is recognizing when it is time to rewrite it. The question to ask yourself is whether someone you value would recognize you through this narrative.

If the answer is no, it may be time to craft a more authentic story. While slogans are appealing from a distance, stories demand your active engagement. They are the expression of your beliefs. If something in your messaging feels off, perhaps the question to ask is not “How can I make this catchy?” but rather “What is genuinely true now?”

This dialogue was central during our recent JHD Day, a time when our team steps back from daily routines to focus on working on the business collectively. We convened at The Nexus to reflect, realign, and write together, recognizing that this story is not just mine but ours.

For those seeking more insightful discussions, events like Tuesday’s StartUp Fayette offer opportunities to explore work-life balance for entrepreneurs, emphasizing that you are not alone in your endeavors. These communities are here to support you.

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