Painting Investors Into The Picture

At a cocktail party earlier in the week at the London home of a major art buyer and industrialist, I asked where his passion for art started. Surrounded by some fabulous pieces of art hanging from the walls, I presumed I was going to hear how art had been a part of his life from an early age or when building his fortune and how he had acquired an “eye” for great art.

His response was was far more direct – a chance adventure around a neighbour’s home in St Tropez just 15 years ago (he is in his late 70’s) and the fact that art appreciates in value.

When you articulate your brand, do you spend hours trying to concoct a fanciful and complex story to about the perceived value or do you tell it as it is? Do your clients or customers come looking for a deep and meaningful story when their needs are often best met by a short and direct response?

My observation with many businesses looking to enter new markets is that they incorrectly presume that the “worth” of their brand and its’ differentiation, is wound up in an elaborate story about why they chose the market (geographic or product) and their “unique” methodology. Stories are only good if they are memorable. Motives don’t have to sophisticated or highly intellectual. The only story that matters is how the other party is better off or personally better supported (value and results).

© James Berkeley 2015. All Rights Reserved.

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