A great brand story can be the difference between being ‘just another option’ in your industry, and connecting with customers in a way that makes you their only choice.
It’s the way your brand communicates – across all marketing and communication channels.
Everyone will have a brand story – but not every business makes it interesting enough that people pay attention.
So, what separates the good with the boring?
It’s usually down to being a few key things: authentic, consistent, and recognisable.
The biggest brands in the world nail those three elements together in their brand story.
Think about the likes of Nike, Apple, Tesco, and Dove.
They all have a recognisable voice, so no matter if you hear a TV ad in the background, glance at a magazine printed advert, or see an influencer campaign, you know them…
From both what they say, and how they say it.
Successful brands have a cohesive brand story and visual branding and know how important they both are to each other.
What’s your company story?
You may have heard the terms values, mission statement, and unique selling point.
Your brand story should communicate everything you stand for, including:
When you answer these questions, you know your purpose and what you want to be known for.
It’s important to understand these elements before you look at any aspect of your branding.
Another key area to define is your customer profile.
What’s important to your customers, and how does your story relate to their needs?
Why is your expertise relevant to the problems you’re solving?
To make a great brand story, it can’t just tell people what you want them to know.
It needs to connect and engage with your audience, encouraging the right people to buy from you.
Now you understand how it all needs to work together, and which elements you may need to work on, how do you get started?
To successfully communicate your brand narrative, you need:
For a successful brand, you need to interlace your communication and visual brand identity.
Think of your visual identity as the tangible element to draw it all together…
The logo, typography, and colour palette you use showcases your personality and values.
Think about what a red bold font would say versus a soft pink cursive font.
Different symbols and shapes also hold different meanings… so a more circular logo will have a different impact on your audience to an angular look.
The visual identity needs to relate to your brand story, so it complements and reinforces your communication.
Another consideration is the culture – are you working with other countries?
You may find symbolism is very different in another country and both your visual and written message could be taken the wrong way.
Think about how white symbolises peace and serenity in the most Western cultures, but in Asia white is associated with death and funerals.
Similarly, words and phrases that are funny or thoughtful in one language wouldn’t necessarily translate well.
Before you launch a new visual brand identity or translate your brand story, if you want to work internationally you must check you’re not going to be completely off the mark in other countries first.
Or else you could have wasted lots of time and money on a visual brand identity design and marketing spend to push a message that won’t resonate how you imagined it would.
There are a few ways you can test if your story is resonating properly with your target audience.
It’s all about testing and tweaking things until they become the best they can be.
Do you need help showing up online with authenticity?
Make a Brew can support you with all areas of your brand, including crafting your brand story and bringing it to life through a cohesive visual identity. Get in touch if you need a helping hand with your brand.