I spend a lot of time yammering on about what a Dominant Narrative is and how it comes to be. This is about what it is not:
It is not about you repeating your accomplishments, achievements, brand positioning, tagline &c. It is about what people already believe. What incidents, events, perceptions, experience and whatnot shape your audiences’ opinions about you and/or your brand. You can change those perceptions, but not with a new logo or slogan.
An old man sits forlornly at the end of the bar. Finally, the bartender asks, “Why the sad face, old man?”
The old man fixes his teary gaze on the barkeep and tells his tale:
“Look out that window. Do you see that dam? I worked on that dam as a youth. I built it with my bare hands. Do they call me ‘Ivan the dam-builder’?
“See beyond the dam. Do you see that bridge? It spans the gorge. I designed that bridge. Do they call me ‘Ivan the engineer’?
“Look down the river. Do you see that skyscraper? I designed that skyscraper. Do they call me ‘Ivan the architect’?
“But you [take advantage of] one goat … ”
Image Cred: londuck at ManualFocus