The four dimensions

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Narrative History

While the central narrative of your brand should be sustained over an extended period (Coca-Cola essentially tells the same narrative today that it told nearly 100 years ago), the variations on your narrative theme will change with the times, consumer taste, and strategic initiatives of your company. 

Think about it. The average senior brand manager has a life expectancy of less than ten years on the same brand. Brands like Coca-Cola, Kodak, and GE have been around for decades. Without a living record, what sustains the continuity of the brand narrative during each of these changes? At least keep, in one place, a record of all the significant brand endeavors.

The series bible of TV chronicles every narrative development of the program. When the writers are looking for a new twist or turn, they often resort to the bible for inspiration. Shouldn't yo do the same for your brand? 

Processing your brand bible

Brand bible proposal & stock clip blog

Talk about what product or service you are going to construct your brand bible for, and how are you going to do it.

Create a blog page (every member of your team does this) that links to your stock clips, and the image library for your product.

Glossary

As your narrative unfolds, it will define its own terms, jargon, and vernacular. Some narratives produce a vast and elaborate terminology all their own. Consider the Star Trek television and film franchise. You could fill several volumes with just the unique words and phrases it has produced. Your brand bible should include a glossary so that you can define the distinct words, phrases, and other jargon that stems from your brand narrative. Collect them here.
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