One of the key features of your brand is to tell a story. But not just any story, your story. Brand stories aren’t just a marketing methodology, rather they connect with the core of how the human mind works. When your story connects with a person, it is more likely to make an impression and move them to action.
Creating a brand identity
Your brand identity is more than just your logo. Your brand identity is visual and emotional. The very first images your potential customer sees creates the brand story impression. These images on your website or social media sites create a story before a single word is even said. Building your brand identity does not happen over night, the key is to be true to your values.
Promote what you care about
With the way the world is headed, more and more people are purchasing products that are socially responsible. By weaving a social factor into your story, you are more likely to get a positive response.
Your story isn’t just about how you came up with a great idea.
It’s about your milestones, your principles and experiences that got you to
where you are today. These components should be reflected in your logo, mission
statement as well as your marketing strategy.
This is not just another buzzword! You need to connect with your customers in a manner that feels real. Engage with them on their level and on their terms. Think of who your customer is and what their needs are.
Develop a brand voice
Your professional brand image is created through consistency. Make sure that whoever is dealing with the content for the website or for your social media sites are all talking the same language. Your brand needs to feel trustworthy and reliable. Create a document that talks to these values to ensure everyone is on the same page.
Engaging with the customer
How you engage with customers is fundamental in the early stages of your business. It sets the stage for how your customers will view your brand going forward. Listening and being intuitive of your customer needs will ensure a favourable experience for them. Remember, customers are more likely to share bad experiences, how you handle these experiences will define you.
Don’t try to cater for everyone
Don’t try and create a product or service for everyone. Everyone is not your target market, and they shouldn’t be. This will cause your brand to look schizophrenic. The aim should be to have a smaller group of “intense followers rather than a large group of moderately interested ones” – Tim Ferris.
In conclusion, a strong brand identity is the key to success. It can have people humming your tune, or thinking of you when they see a shape or colour. Don’t be afraid to share your brand story and get people talking.