“Your brand story is a collection of many stories, each one contributing to the overarching story that defines the brand.”
There are many brands that have put no care or thought into the crafting and analysis of their story. But all brands have one.The only question is “who defined your brand story?” You? Or others, including your competitors and detractors.Don’t be that brand:
A bad or neglected brand story can undo you in a heartbeat. No one is immune. It can bring down even the biggest brand.
Your brand story consists of four things:
- what your brand says about itself
- what your brand does in the world
- what others believe and say about your brand
- how others interact with your brand
Your brand story has layers:
That means your brand story is actually a collection of many stories, and each one contributes to the overarching story that defines the brand.
Think of these brand stories as storylines:
Storylines evolve and morph, sometimes one storyline leading, sometimes another.
Each storyline intertwines with others in different ways at different times to create your brand story.
Some brand storylines are ones your organization has defined and nurtured.Others are thrust upon you like a bad nick name (one fart in grade three and you’re “Stinky” for life). Regardless of where they came from, like them or not, you are wearing them.Your logo is not your brand:
Things like your logo and your visual id pieces are really important to your organization.But they come out of who you are. They don’t define you; they represent you.
Your brand story is who you are:
Your brand story is who you want to be, it’s who you’ve been, it’s who you serve and who you are and who you will be because of them, your audience.It is much, much more than just a souped-up version of the “about us” section of your website or you thrust in front of a video camera by your PR department.Your brand stories are your points for meaningful connection with the people that matter most to its success. Your stories shape and define your brand’s relationship with every major stakeholder and audience.
Your brand’s life begins at story.