every brand's hero | a stand-up comedian
For every one good joke, hundreds fail before it.
Stand-up comedians excel at two things: experimentation and knowing how to read a room.
They try out a joke and evaluate the crowd's reaction. From there, they revise it. They try it again, and again, and again until they get it right.
Sometimes a comedian will abandon a joke entirely. Other times, they find a joke can be adapted to a specific city or venue. Occasionally, they craft a universal crowd-pleasing joke that reigns for years.
This is what the modern day brand should be doing. Experimenting and reading the room. Sometimes messaging becomes stale or irrelevant. Their story hasn't evolved with time and it doesn't captivate people anymore.
Brands must revisit and revise their story so they can continue to "fill seats and sell out the show."
How can brands do this? Every six months to a year, evaluate your brand story, messaging, and identity. Ask yourself these questions:
Is our story up-to-date?
Does our story sound like us?
Are we active on channels where our audience hangs out?
Is our story well-positioned in the industry?
Start there. Then revisit. And then revise.
