There's something obvious that your brand and "Lord of the Rings" have in common. And it's time you know what it is.
We all know lots of stories. Books, theater, movies, take your pick - we all know how to recognize a good story when we meet one.
Now, to be fair, what's considered good by some, might be considered crap by others (and vise versa). But there's something that comes even before that, and stands as a barrier for any story that wants to be called "good" by someone.
That something is consistency, and if you want your brand story to make a impact, you need to embrace it ASAP.
What is consistency? it's a set of rules that help us (your audience) make sense in a given world - a world where your story exists.
o, for example, if Elves (Lord of the Rings characters, the ones with the pointy ears) are said to be amazing with their bow and arrow, it will feel kind of off to us if one of them would suddenly miss a clear shot without a reason.
Just like that, your own story is not just a bunch of words. It create your brand's character, and once it is created, it has to obey a set of rules that came with it. If you keep changing your story and contradicting yourself, your brand identity will become "the lying brand", or "the brand that should not be trusted". Know any brands that live there? I'm guessing you know a few - just enough to know you don't want to be one of them.
How to avoid this? Simply put, try to imagine your brand as a person - what kind of person would it be? Don't just pile up all your high hopes, what you care most about in this exercise is to understand how others are seeing this "person". Once you create this persona, dig in a bit more and try to understand its true nature. How would he/she behave? what's likely for them to be doing, and what's less likely? Are there things they would never do/say? why? and so on..
Once you get that persona to live in your head, all you have to do is ask yourself whenever you feel stuck - is this something "Persona" (come up with a name, why not) would do? if yes, is it consistent with its behavior so far? If not, what would it do instead?
Remember - consistency is not often noticed by our audience. Usually it's something that they only feel subconsciously, and makes them feel like "I don't know why but their story/brand sucks. I just don't trust them, call it a gut feeling"..
Don't let your brand suffer from the lack of it, and your by product will be creating awesome lasting reputation for your brand. Who can ask for more, right? :-)