Whether quill pen or gel pen. Whether typewriter or computer keyboard. Regardless of the method used, who doesn’t love a good story unfolding? Stories have the power to captivate. They give us a chance to connect. They give us hope with a unifying message that draws us together.

I think that’s why so many of us love a good pen. Pens make marks. Marks tell stories. Stories mean something. The signature marks from quill pens made marriages official and property change hands. Emblazoned marks from a branding iron claimed whose cattle could graze on specific parcels of land. Marks left in wax by signet rings led nations into war and unified kingdoms. The marks of specific fonts, colors, graphics, and messaging built brands for businesses that have stood the test of time.

A study of some of these now world-famous brands reveals that branding doesn’t happen overnight. Building a brand is like grabbing a quill pen or sitting in front of a typewriter and writing a story that unfolds over time. It often starts with “Once upon a time” I had a great business idea, and one always hopes it will eventually “Live happily ever after,” but many never outline the story that guides the way.