Your brand is not your logo. It’s not your mission statement. It’s not your name.
Your brand is the world’s perception of who your company is and what you do. Your brand is an asset to your company. Just like the buildings you own, the tools you’ve developed, and the people you employ.
Your brand should tell a story.
But many people think that this history of their brand, is something that you’ve workshopped in a marketing meeting. They’re not entirely wrong; this can be an essential part of your brand story. In reality, however, your brand story should be something much bigger.
Everything that your organisation says or does contributes towards this perception, whether you intend it to or not.
If you know what you want to be known for, you can use this to your advantage – shaping your actions and communications to point towards a desired interpretation.
If you don’t, you can’t.
A brand story is a narrative that encompasses the facts and feelings that are created by your brand (or business, if you prefer). Unlike traditional advertising, which is about showing and telling about your brand, a story must inspire an emotional reaction. Things that can influence your brand include your product, price, history, quality, marketing, in-store experience, purpose, values, location and–most crucially–what other people say about you.
In our agency the construction of a brand is based on the empathy with our clients, we try to look through their eyes so we can transmit their same concept and idea. All the brands we work become part of the essence of the agency.