Our Favorite Story


We believe that every organization and individual has a core meaning and motivation that’s best understood through a story–and that includes The Storybranding Group! Here’s a tale that really captures our vision and mission:

There’s an apocryphal tale about a tribe in Africa where villagers say every child has a unique and special song. During a pregnancy, the mother-to-be and her friends go on their equivalent of a planning retreat–spending time in the woods until the unborn child has “taught” them his or her song. At birth, the entire village greets the newborn with that song, and it’s repeated on every milestone occasion. In this society, there is no legal system. When someone is suspected of wrongdoing, the tribe simply surrounds that villager and repeatedly sings the birth song–believing that no one goes astray if they remember who they really are.

Every organization, every individual–every product and service–has a “song,” a unique essence that defines what they’re meant to stand for in the world. Our job is to help clients find it, express it and live it.

Find and Unleash Your Voice

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Why you must tell the world what you’re for

This is the second blog post in my three-part series on the who/why/what of branding, professional/leadership development and team/culture building.  Last month, I had the amazing privilege of working with 1,500 educator-leaders at the National Education Association’s annual leadership summit.  These are educators who do even more than… Read More