What is a Brand Story?
Brand story is the evolution of creative and brand communications. A brand story enables all communications to be consistent with the brands values, vision, tone of voice and the role it plays in society.
Brand story is more than just brand communication. It is the essence of the brands idea from the birth of its creation.
– It’s the representation of the brand value & belief in action.
– It’s acknowledging the role the brand plays in society and the daily lives of its customer.
– It’s the communications that happen both internally and externally.
Throughout the history of brand communications there have been two powerful factors that contributed to the success and evolution. They are Communications and Creative.
Brand communications have to work consistently between both internally and externally, if you wish to be successful.
I see internal brand communications as brand building, and as important to external comms (customer facing). It works to provide a consistent brand image in the eye of both the employee and customer. We use the Brand Journey Model which emphasises the need for brand communications to evolve into a brand story.
In todays attention economy creative has two roles to play;
1. Gain attention.
2. Share a story worth telling.
3. Out-the-box thinking to communicating, distributing a brands message.
The creative must be aligned to the brand visions & values. It should embody and the personality of the brand.
I see the creative as a way to gain attention while driving a particular emotion, utility or entertaining content, that must be aligned with your brand values & vision. These factors will drive action, brand loyalty and awareness at different stages of the customer lifecycle.
There are 3 perspectives to consider when crafting a brand story:
Audiences (Current & Potential customers, fans and ) do not differentiate between offline and online. One brand marketing message from another message from the same brand.
This is one of the key concepts to fully grasp the scale of a brand story. This in comparison to entertainment media duration of say, a movie of an average length of two hours, a tweet
How does a brand tell its story?
In the 1900s a _ studied folklore and fairytales to find that every single one followed the same pattern. Each with the progression
Difference between Brand Story and traditional Stories
A brand story is the discovery of the unique character that makes people think, feel and talk about. Brand story is the next step brand communications. It’s the setting and style at the heart of a brand.
Each and every brand has; a unique approach to how they do things, how hey see things and WHY they exist. A brand communicates these messages through every touch point with the business. It’s no longer just WHAT you say and how much media you buy, earn or own. It’s not just HOW or WHY you say it. It’s no longer a promise delivered or the products benefits.
Brand story communicates different messages across Heritage, Continuity and Vision. The reason for this is to explain, educate and connect with audiences, to help them make sense of the brand. Where the brand came from, why the brand exists and how they continue to provide something of value. So that customers can make sense of the brands place in their world.
Brand story is authenticity, in an age where customers can discover or search for information on a brand, the business or the people employed. Authenticity is key to delivering a message
One of the main roles of brand story is to help create and maintain a conversation and context for it.
When you meet someone for the first time, your inner most thought is ‘who is this?’.
The same is said when
It is part of organising information, into relevancy, to avoid pain and gain pleasure. As we continue to make sense of the world around us and make meaning.
Imagine Heritage, Continuity and Vision as the brand equivalent of the classic 3 act structure; beginning, middle and end. But instead the duration is always set so, History (the past) Continuity (the present including the not so distant future and past) and Vision (the distant future or an ongoing goal).
Find out how a Brand Story can add 11 Benefits.