Everyone knows that no-one gets briefed to lie more often than a writer. The strategist in me wants a more objective reality – authentic narratives, laced with compelling reasons for you to talk to me. But as a student of institutional thinking, I know that anyone can say just about anything about themselves. The trick is to help them to say it so that it counts and -I guess- that is what I do best.

I think strategically and I write. These two skills give me the benefit of one conversation, where strategy must be master, and creativity, servant. Authenticity is the result. Getting this wrong leaves many businesses and brands skating around on the thin ice of irrelevant brilliance.

When you think about it, all business and human interaction is an extended conversation. Narrative- in its various forms- connects with intellect, awakens interest and so evokes emotion. Because it is emotion that influences behaviour and belief, business and brand narrative can be your most valuable assets. Narrative must compel and reward those engaging with it.

Facts tell. Stories sell. Narrative needs personality, direction, spine and moorings. When I strategize and write, I deal with corporate strategic imperatives in such a way as to authenticate the company and brand promises and to personalise the messages. Facts get the reader to purchase, but the decision to purchase is driven be emotion. Story is the best way to evoke emotion. The trick is to invite the reader or viewer into the story, something that is achieved by effective profiling and targeted messaging.

I promise my clients that I will help them to speak human. Authenticity and relevance are what distinguishes their brands. Words, made real.

When it comes to business and brand growth, brand equity is the essential goal and this derives from customer brand adoption and recognition resulting from customers’ value associations which must be actively built and embedded. Compelling brand positioning and visual and narrative propositions drive the process. Underneath this process, I work, to find and embed and authenticate brand theology.

The same principles are there to guide in driving strategic asset growth, irrespective of the asset. I have grown strategic assets for start-ups, challenger brands, leading brands and brands in crisis. The ‘find, fix and flog’ projects are always the most fun. For larger mid-market businesses and corporates, I work with brand strategist and leading digital consultant Ian Davidson, within our Bullion House consultancy framework.

I’m as comfortable in the boardroom, as I am in the shed.