Brand Identity… Once upon a time, there was a business owner who wanted to refresh their brand and image… So they got a new logo… The end.
Does this sound familiar? Sadly, there’s a common misconception that a company name, logo or positioning statement is where brand identity begins and ends. This couldn’t be further from the truth, a brand is everything your business says and does. It’s your story. To have a successful brand identity you need to be a great storyteller.
Here are the top three reasons why:
- The Human Touch – Stories are something that your customers can relate to, they allow your prospects to develop an emotional connection with your brand.
- Stories Shape Perception – Well told stories have an impact on your customers. Their opinion about your business will change when they hear about the social good you do and the projects you’re involved with. Similarly their opinion will be affected when one of their friends shares a great story about their own experience with your brand. This brand affinity is what helps you garner customer loyalty, and in turn, sales.
- Stories have longevity – Your customers remember a great story long after it has been told, they also share it, which helps your brand identity and your business grow.
So now you know you need to tell a story, here are a few tips to help you tell a great one:
- A Fairy Tale won’t help cement your brand identity – Always tell the truth, remember you need to create trust and credibility.
- Personality is everything – I’m not just talking about showing photos of your CEO with his family on the company Facebook page. I’m talking about the big picture… Who are the personalities that participate in your entire business? I’m talking about the teams around you, your customers, your loyal supporters and fans. These are the personalities that will shine through in your storytelling and help create your brand identity.
- Tell your story with structure – Every story has a beginning, middle and end. Think about the beginning as a problem you’re going to solve. The middle should be your solution. The end is the successful outcome, but it’s slightly different, in that it’s actually just the beginning…. (Woah! That’s crazy!)
If you need help telling your story and cementing your brand identity, give us a call… We’d love to hear from you.