The 90 day rule: The importance of brand storytelling
90 days is about the maximum amount of time that a human brain can stay focused before hitting the reset button. Here we explore what that means for your brand and your business.
Have you heard of Train Your Brain For Success by Roger Seip? Or Traction by Gino Wickman? They both talk about the impact of 90 days. And it got me thinking about how we can relate that to brand. There are numerous studies that say that the human brain requires about 90 days to maintain focus before it needs to hit the reset button. Researchers from Yale University found that addicts regain normal brain function after they have stopped using for 90 days. So, conversely that means that you need repetition every 90 days to form a habit. There are so many ways the 90-day rule can impact your business.
But today I really wanted to focus on brand storytelling and your staff. It’s so exciting when you do a brand strategy. You can finally articulate what makes your brand different and special and you get to map out how you’re going to connect with consumers. But what about your staff? Once you’ve lovingly told them your brand story and shared smiles across the conference room or exultations is across a glass of wine, what then? What about David who was sick that day? Or Meghan who starts next week? Have you got staff in multiple locations? People on the shop floor? While you have your coffee this morning, have a think about how you can communicate with your staff at least every 90 days about your brand story.
How do you keep it front of mind and encourage brand storytelling to become a habit? Because if you’re not doing it, how can you reasonably expect your staff to be telling the correct brand story to those they come into contact with?
That’s it from me. I’m off for brekkie.
Written by: Jo Whelan
Published: May 9, 2019