Your Brand Story

Posted by Paul Munro  |  26 Jan 2016

We’re slightly obsessed with branding. If brands were cats, we’d be cat-ladies.

Before we delve any deeper though, we must start by reiterating the fact that a brand is not simply a logo. A logo is a visual element that stands as an emblem for an organisation, product or service. Alone, it is just an image, and nothing more. It may be the visual representation, but it is not the complete brand. It is only one component.

Your brand is everything your business stands for. It is a promise your customers believe in, and it is the presentation of that promise.  It’s a guarantee of who you are and what benefits you deliver, and it is reinforced every single time people come in contact with any part of your business.

Branding is how the world perceives your business and it is the experience that your customers expect from interacting with you. It encompasses your business’ personality and how you connect with your market. Branding is more about perception than reality, which means part of your brand story isn’t even told by you.

Without a strong brand, you have to build a case for why you deserve the customer’s business, every single time.

Your brand is a reflection of what you stand for, so it must align with the values and purpose of your business. If you can think of one good reason why customers should choose your offering above all others, you have a solid starting point.

The best brands are built on great stories. – Ian Rowden, Chief Marketing Officer, Virgin Group

TELLING YOUR BRAND STORY

If you don’t have a story, you are just another business. You have no way to differentiate your brand.

Creating a brand story is not simply about standing out and getting noticed – it’s about clearly presenting what makes you unique and dictating your value. It’s about thinking beyond your product or service and striving for the creation of loyalty – generating meaningful bonds with your customers.

This process isn’t just about telling your story, it’s an opportunity to give your customers a story to tell.

WANT TO KNOW MORE?

We’d love to hear your ideas. In fact, we’d love to shout you a coffee over a creative planning session (no strings attached). Click here to get in touch with us, or here if you are ready to start a project.

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