Behind every strong brand is a compelling story

Post by 
Emma Van Veluwen
Published 
December 9, 2019
Y

our brand story is what makes a connection with customers and clients. A distinctive tale is worth remembering, it is the reason why you might recall some products or services over others.

As a business owner or manager, if you can’t articulate your brand story, perhaps you haven’t given it the thought that it deserves.

We are all flooded with branding on the daily. More and more businesses have logos, websites, flyers... but does it all have the same impact ts once had 30 years’ ago? There are templates and apps that can punch out logos in a matter of minutes, but chances are they are not as unique as your business might need.

Presenting your identity with a story draws consumers to a brand through a deeper more memorable connection.

In the best cases, companies can influence the culture of an entire business sector and beyond. Good branding within your marketing strategy will personify and socialise your company, employees and clients. When a company has a strong brand thematic, it has an equally strong focus on the values, story and business strategy for its products or services. It can become part of people’s lives. All the more driving consumers to recall your brand, engaging and activating employees and shaping a strong offering for job-seekers. Take Remedy Kombucha for example, with an in-house nutritionist and brand association with Sarah Wilson's I Quit Sugar movement, their story is a great one of a husband and wife team wanting to create a healthful drink that everyone can enjoy. No one would ever interpret, from its brand story that it is actually owned by Coca Cola.

Social researcher, Brene Brown says that “maybe stores are just data with a soul”.

We know that companies are tilting more towards being data-driven than ever before. Without a compelling story, a solid brand, how do you know what data is going to provide most value to your clients and business?

How will you plan your business’ marketing strategy and dollar spend if you have not articulated what is important to your business and your clients?

Do you know how you would convey the soul of your brand?

By tying the threads of differentiation, core values, and style, your brand will demonstrate it understands both self and clients.

Core Values

Core values are the foundation of your business that provide the framework for your brand story. While other areas of your business might change with conditions, markets and data, your core values do not. Without hindering your business’ evolution, they dictate how you will conduct business and react to change.

Core values are integral for those within your company without always being explicitly stated. Sometimes if they are, their guidance and impact can get diluted and fail to really activate within your business’ cultural fabric. Instead, they are frequently demonstrated in your business’ product, service, innovation and culture. They shape the stories the company tells itself about its employees and how it operates – importantly - that which is seen through the eyes of your clients.

There are some companies whose core values are something their customers are willing to pay a higher price for – Patagonia for example. Other times, there are companies whose values are simple and straightforward reflective of how their business is.

Why core values are so important is that clients and customers look to see themselves embodied in the companies or products they opt-in to supporting.

Uniqueness

Your brand identity is defined by its unique selling proposition. That is, what is it about your brand that is like no one else’s? Why should customers think you are worthier of their money than your competitors?

The key is to decide what your brand is going to be known for. Try not to be too general, nor be good at everything, as this leaves a company without any true competitive advantages.

When you arrive at defining your brand’s niche – that is your unique selling proposition. For example, if you decide to offer high quality, you will not be able to compete on price because that’s not possible based on your selling proposition niche. If you are operating in a highly competitive market, the mattress industry for example, your brand provides the key to the niche that you alone can occupy.

Style

Your brand’s story can be actively and subconsciously told through a number of visual and written mediums. Logo, typography, colour palette, image and media selection and the tone and language of your copy all form your bran’s style. Identify it and align it with your story.

Branding and marketing are revered methods of storytelling that inform a grand tale about your company, products and services. Your story should never end and is one reason that the need for the right content providers is on the increase.

Customers and employees are all participants of your brand story, they are your social assets that can be compelled and guided by their subconscious and explicit understanding of your brand’s core values, uniqueness and style.

Ellery Studios specialises in creating brands from dust (literally!). Our full service approach involves research, strategy, brand development, corporate communications, tender management and website development. If you have a project that needs some support, please contact us, we would love to hear from you.

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