Old brands have been telling us their stories for years…
Through TV ads, poster campaigns and snappy slogans that reached out to as many people as possible. And it worked. We sat through thousands of ads on TV and at the movies that are big, glossy and totally interchangeable.
Dictating your brand story to the masses seems quaintly old-fashioned in today’s world of social media, flash mobbing and word-of-mouth. Now, consumers are allying themselves with brands that have a unique perspective, authentic point of view or engaging personality.
Here’s a thumbnail guide that shows how to make a start in telling your brand story:
Get right to the core of who you are
What does your organisation stand for? It sounds like an easy question but it’s notorious difficult to pin most brand guardians down on. So many companies produce similar products to others that many get overlooked; but what makes them truly different is their belief in fairness, their insistence on excellence, their super-quick service or their quirky way of communicating.
When you clearly and succinctly define these three or four ‘core values’, it creates clarity for a brand – and should determine everything the organisation is, does or produces – from the product and its packaging to staff uniforms and the environment you work in. Think of the environmentally-friendly Body Shop throwing away mountains of unwanted product or treating suppliers disrespectfully; it would chip away at what the brand stands for.
What’s the big idea?
Some brands have one really strong idea behind them that determines who they are and what makes them different from anyone else. Project 7 Purified Water in the US are dedicated to addressing worldwide issues from poverty to building the future, and the premise drives every aspect of their business from how they hire to where they work to their packaging, and it makes them unique. Gü believes in indulging in pure pleasure in life; Innocent believes that being healthy is fun and life-enhancing. Simple.
What’s the one big idea behind your brand? Be as specific as possible, so you can ‘own’ that area of the market. It could be using natural products, exceptional design, innovation…