Honoring the Story: What We Learn When We Actually Listen
Several weeks ago, I had the privilege of leading a brand messaging assessment for a client in the midst of a major identity refresh. Our goal was simple but often overlooked: to learn from the people who actually live the brand—students, faculty, and staff—what resonates and what falls flat.
The Methodology: Small Samples, Big Insights
This assessment anchors to the same philosophy as the user experience (UX) testing we do for websites. Namely, you don’t need a massive sample size to gain valid insights. You just need the right conversations.
Over the course of three workshops with roughly 40 stakeholders in total, we tested 10 images and 10 messages currently in the market. We asked participants to rank them for appeal and differentiation, and then we opened the floor for a "fix-it" exercise.
The results were a masterclass in understand the power of a true story, well told.
The Tale of Two Images
In our visual testing, two images stood out—one for being universally disliked, and one for being beloved. The reasons why reveal everything about the importance of cultural accuracy.
The "Wrong" Drill
The failing image showed a young woman performing a routine drill. To an untrained eye (like a prospective student or a parent), it looked dynamic and active. But to the internal community, it was all wrong.
“She’s not dressed properly for the drill.”
“She’s using an incorrect hand gesture.”
“Her hair and jewelry violate standards.”
“This drill is about community, so showing her as an isolated individual is philosophically wrong.”
The "Right" Romance
The winning image, conversely, wasn't a polished hero shot. It showed an instructor and students in a gritty, hands-on learning environment.
“It’s not the most cutting-edge facility, but it’s beautiful.”
“This is us. This is why we chose to do what we do.”
The Lesson: Authenticity beats polish every time. The internal audience didn't want to look perfect; they wanted to look true.
The Power of Specificity
When we tested the written messaging, we found a similar pattern.
The Fail: A message using the institution’s tagline paired with a vague promise about the future. The reaction? “Bullshit.”
The Win: A message that captured the spirit of the tagline without using the buzzwords, offering four concrete examples of student work. As one student put it: “This is the statement I’d show my parents if they asked me whether this education was worth it.”
Four Principles for Honoring the Story
Reflecting on those workshops, four principles crystallized for me. If we want to honor our clients' stories, we must prioritize:
Accuracy: The story must be technically and culturally true.
Context: We must provide enough background for the outsider to appreciate the insider's reality.
Specificity: Vague promises die; specific details differentiate.
Impact: We must answer not just “what,” but “so what?”
Conclusion: The Details Are the Difference
I often tell teams in our storytelling workshops that every story follows the same ancient arc—from "once upon a time" to "until finally." The structure is universal. But the soul of the story lives in the details.
When we get the details right, we don't just sell a brand. We honor the people who build it every day.