We were on our way to the Sadie Hawkins hoedown. . . .

“Pump the brakes.”

Growing up in Minne-snow-ta, you learn how to get around on slippery roads: Don’t overcorrect. Accelerate slowly. Pump the brakes to slow down.

“Pump the brakes.”

My voice carried more urgency as seconds seemed like minutes, the laughter silenced by the inevitable.

“Pump the brakes!”

But it was a little too late. We torpedoed into a snow-filled ditch, and I found myself digging out of the bank in overalls and a gingham shirt. Not exactly what I had planned for the evening. . . .

I’ve spent the majority of my career helping organizations and brands stay out of the ditch. And I’ve grabbed a shovel plenty of times to help them dig out. It’s a tremendous honor and privilege.

In today’s media-rich landscape, an organization and brand must meaningfully distinguish itself from its neighbors. It must be relevant and easily accessible to its audience. And, above all, it must appeal to stakeholder values and beliefs while protecting and promoting mission, vision and values. Simply put, it’s a tall order.

And it starts with the brand story.

The brand story is an important part of Journey’s creative process when meeting with a new client. Taking time to craft a brand story slows everything down — it carves out time at the very beginning of a project to answer key questions: Who are we? What are we trying to do? How are we different? And why is the world a better place because of us?

More than just emotive fodder, the brand story captures an organization’s essence — what’s true regardless of media type or promotional channel. As we “pump the brakes” and slow down, we get control of the brand voice and bring life to a message, a movement or an idea; we find new ways to balance the competing demands of what is appropriate, distinctive and yet consistent.

To be appropriate is to properly identify the organization’s voice and brand position, and then to tell the right story to the right audience at just the right time, with passion and excellence.

To be distinctive is to recognize that we live in a content-saturated culture, and therefore we must be inventive and compelling for our message to be heard. We must carve out our own space in the minds of our constituents.

To be consistent is to acknowledge that our brand-marketing efforts are a vital part of a larger communications framework. Our story should travel effortlessly across various media and ring true regardless of delivery method.

Ask leaders to talk about their respective brands, and there’s a 50-50 chance you’ll get a helping of product and service sprinkled with a side of mission and vision. Now imagine a custom-crafted brand story, undergirding all message-marketing efforts before the product launch or revitalized brandmark. You’ve captured the heart and soul of your organization or brand.

There’s more to your story. Tell it well.