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The story of your brand is much more than the copy on your About page. The story of your brand encompasses every part of the content you produce, every product, every package, every font and colour you use. It is the essence of your company and its mission.
That’s why it’s important to have a solid understanding of what your brand is all about, and how to tell that story in an effective way. Here are some essential steps to tell the story of your brand, and to tell it well:
1. Nail down who you are.
Ask yourself the following questions about your brand:
Who are you? How did your brand come to exist? Who created it, and why? What was the problem they wanted to solve? Who are the people who make up your company?What do you do? What is the product or service you provide?Who do you make it for? Who is your clientele — how old are they, where do they live, how much money do they make, and most importantly, what’s the issue that they need solved? Why do they find value in your brand?Why do you do it? On the deepest philosophical level, why is your work important? What makes you and your team get up in the morning? What’s the issue that you are solving to make life better for your customers?What makes you different? What are you doing that no one else is doing?
2. Craft your Message Architecture
A message architecture is a set of communication goals that clarify what your brand is all about and guide all of your communication efforts. They make it easy for you – and everyone else at your company – to understand who you are and what you’re trying to achieve, and to consistently convey those ideas to the outside world. Making this really crystal clear and easy to understand will help guide all elements of telling your brand’s story.
Here’s how brand cont… Read More
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