Story of your business can’t be flowing in the air. Roots of the story grow in the history of your business and the story of the creator/s of the business. Roots are growing in meanings and values, which are connected to the operation and business itself. Enterprise will build a story on the top of its own operational history and this way a story is a link to enterprise´s history. In the world, where we are living, we need new ways to handle and understand the complex entirety. And this is why we need strong roots, which can unity us to our history and our backgrounds.
This is maybe one strong reason, why I have loved to work with museums. After all, containing and cherishing culture heritage is important task, which belongs to all of us, all enterprises – it is one option and way to bring traditions forward and attach operation to the part of the meaningful entirety.
Respect your roots, that is what makes your customer understand who you are as company.
Personally I am amazed, when already strong and recognized names, brands and logos are changed, just in name of renewal. Your story can, of course, be renovated and updated, but please do not lose the factors where your business is best known! New story to the business is build by respecting the old one as the story is developed including something new to the top of the old.
Especially this is the case, when focus is in business, which is producing experiences, which are meaningful and memorable.
This Tarinakone StoryDesign article was written by Anne Kalliomäki and translated by Heidi Forss-Anila.