Company … and what next | The Brand Story Edit
Are you a proud owner of a company? Or just thinking of setting up your own business?
Whichever step you decide to take … knowing the story you wish to translate to the world is the key turn point |
Brand story shall be perceived from a broader perspective … and looked as it was a broad narrative encapsulating the credo of a business … something what represents an essence of a company … something that injects a note of life to an organisational body … something that gives meaning to the company |
What is the meaning of a brand?
There are multiple branding definitions around … some of the most significant ones that are worth mentioning are:
“A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service…” | David Aaker
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer” | Seth Godin
Branding is the sub-total of all the “experiences” your customers have with your business | Bryan Eisenberg
Brand is the ART of presentation and expression of an organisation to internal and external stakeholders through perceptible visual cues (elements), market visibility and competitive positioning which all add value to enhancing marketplace positioning of modern businesses | {AA Drzewiecka}
What are the key influencing elements on a brand building process?
Product/service, price, quality, marketing and communication, brick and mortar / online experience, purpose, values, location, linguistic reality and consumers’ perception – these are the core contributors that impact the value of your brand and influence its equity |
The main constituent that contributes to the brand value is the differentiator enhancing a company’s position … making it engaging … appealing and original in comparison to other market players |
Remember that the story begins with you … the founder …
Nowadays storytelling is not something that can be compared to simply writing an old fashioned book … it is a never-ending process of a constant work … directly linked to the rise of social media channels, email marketing, partnerships collaborations and the very public presentations in a form of events, sponsorship collaborations and cross-level conversations with other brands … other media … other influencers.
Tell your story in a way it will take a breath away … |
Make it engaging, inspirational, alive and different enough … Always | Make it personal |
How?
Traditional advertising … well… possibly it is worth-while forgetting about … as social media and online channels are the key ways of the flow of engagement…. They allow information to travel between a brand and a consumer … within a speed of light …
Think of telling a brand story as conversing with those who might be potentially benefiting from experiencing the brand. It sits in the hands of your followers, your customers, your internal teams, your partners, your customer service teams.
YOUR Brand VOICE – MATTERS | … Always
The main benefits of telling a brand story?
- The steering wheel is in your hands … remember , you lead it … you take control of it … and while you are notable to control everything about it, make sure it is true, original and speaks your language.
- By defining your brand story, you can align your brand to the story.
- Laying the foundations to be a premium brand
- Simplifying the decisions making process of your consumers.
- Attracting like-minded individuals.
- Giving you an opportunity to express your individuality |
“If you don’t give the market the story to talk about, they’ll define your brand’s story for you” | David BriesDavid Bries
Brand equity
It is pretty obvious that “buying” brand story, which also represents an equity, through an advertising … is impossible; you have to earn it through operating it via an exceptional way of engagement … providing original value to businesses |
A company builds it’s brand equity via positive experiences with their product, word of mouth, and customer relationships / service, and then linking these positive associations to unique graphics and brand names. The so called build up towards brand equity …
The more unique and more authentic the story behind a brand … the more equity your brand provides |
“The brand story … the equity behind a brand” { A A Drzewiecka }
Brand Equity Evaluation Studio … + Re-branding Strategy { an invitean invite }
#dotinspiring
Further reads |