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Define your company''s story, then tell it.

Publication: Business Record (Des Moines)
Publication Date: 22-NOV-04 		Format: Online - approximately 588 words
Delivery: Immediate Online Access
Full Article Title: Define your company''s story, then tell it.(Opinion)

Article Excerpt
Deep down inside, every organization has a brand. You may not realize what it is. You may not know how to tell others about it. But it's there. A brand is not just a logo, color or tagline. Some call it a promise, core competency or unique selling proposition.

But you should think of your brand as a story. Your story. Someone else out there sells what you sell. How do you become more than a commodity? The thing that makes you different from your competitors is...

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