"Brand story" help the customer know who business are and what field they active are. And those are very special story with high strategic factors , each individual chapter to be written by the existence and development of the brand over time to meet the changing market and customer needs.
Any one, from CEOs of leading companies as ranked by Fortune magazine to the business has just start-up business, when asked: "How about your brand?" we can see the puzzlement of the person whom was asked - was trying to find relevant answers.
It is a simple question, but why almost no one can answer easily?
Nowaday, many people feel extremely difficult when they must to summarize in 60 seconds shortly about the work they do, what their brand name carrying to user and what the reasons are. Ofcourse, this is only a part of icedrift. Prepossession of all whom was asked is how to summarizes all information to mind of customers.
So every time you ask someone to tell you about their brand name and you see them in the eye wear is "a far out look", weaving their fingers together in a confused and slightly pretend to get voice, meanwhile you can conclude that this is still quite indistinctive know about their brand.
In many years, the top brand specialist on the world still strive to help businesses understand themselves better and what factors which may help them link with customers in a relationship and sustainable benefit.
When meeting the top group on the world in brand consultant or visit their website, we can see they have a self-description of them very clear and easy to understand: Landor thought that brand is a commitment, while, FutureBrand thougth that brand is a reputation, and with Interbrand, a brand is an idea. Nine persons with ten ideas, but all that they described are properly . And more, the history of a brand is still have more significant issues for discussions.
The ethnography often said that basic way to explains the existence of the world and the position of man in the universe is through history or the stories. And Brand is the same. Brand are the story links everyone in a group together and connect them with external customers. "Brand story" for the customer know about business and their actives. And those are very special stories offers high strategic factors , each individual chapter to be written by the existence and development of the brand over time to meet the changing market and needs of customer.
The story of brand name is important factor in the relationship with customers and other persons concerned, enhance the level of awareness, the consideration, test and purchase decisions. This is motivating the repeated cycle of growth and profitable.
The factors makes the story of a brand name become important is because it is motivating the development of business. A stories have a close layout and exciting will add more strength to the growth of the business.
So, how to write a real meaning and excited story and about brand? There are 3 major factors that businesses need special note: the clear idea , close layout with special content.
* Coherent and clearly ideas : First, businesses must know what they need to tell - the definition of brand - such as: who they are, what field they operating in , why choose this field of the business and the difference compared to any others on the market.
* Layout closely: Then, when you start "telling stories", the enterprise must ensure that their stories must be a close layout and always has the same content consistent with the object. This is the time for communications plan, activities and achievements of this ancient business combined together to create a standardized brand, unified on the market.
* Content specialty: the last step is to add for stories some relish for more attractive. This is the stage for brand personality is shown, and help thinking "I need this product" to "I want this product."
Consider the broader site, draft an attractive story about brand name is similar applying moral lessons that we have known before. When was young children, for each of the stories , parents or teachers often ask us: "Throught this story , what the lessons do you learn?"
Same as the basic lession of life, lessons from brand stories also applies to reality, especially real business. Moral lesson from a parable stories are the core meaning that stories transfer , lessons from brand stories identify and express the truth about a business. That is the basic factor behind the next basic decisions , and the meaning of the doleful that messages transfer.
Finally, brand stories contribute to explain the most basic questions : Why? Why the business decision this but not the other? Why customers need you? Why you can meet the needs of customers better than the other brand? Why you choose this type of logo? Why do you choose these ad message? And finally, the most important question for all the marketing specialist as well as managers is: Why do people make important decisions is to choose your brand that but not another brand?
when you can satisfactorily answer all the questions, the business can be confident to set up other communications tools - the message to help employees focus on work or customers pay attention to brand. The forms of advertising and design can promote the brand identify system in the mind of customers.
And only when business completed writting an interesting stories about the brand, new media plans can be put into implementation.
So why businesses still waiting? Let started to write a brand story!
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