1. Be Confident
From the discovery process, you will have waded through a lot of potentially disparate opinions from key stakeholders. The challenge is always to identify the feedback that should inform your brand journey and the feedback that can be consigned to the bin. Be confident in your decisions. The customer is most certainly NOT always right.
2. Be Authentic
As already covered, a well-branded company has the ability to be recognised, earn genuine loyalty, and truly define themselves within their market. However, if you lack authenticity your audiences will see straight through your promise and the brand could take an irreparable hit. Integrity is always the intelligent option.
So, don’t try to position your brand as luxury if you serve price-sensitive customers. Avoid being too “zany” if your target client base tend to be more serious. Without authenticity, you’ll struggle to deliver the right consistency across your marketing platforms and your brand persona becomes nothing more than a facade.
3. Get Insider Knowledge
Consumers trust their friends and families’ opinions far more than even your owned media assets. That’s why every effort to brand your business should include thought towards identifying advocates, who will spread your word organically and with a healthy dose of authenticity.
Start your branding efforts with the people closest to you, which will most likely be your employees, your existing customers, and indeed their friends. By building excitement around your message with the people who already know and love your brand, the word will spread much more quickly.
4. Understand Archetypes
Famed psychologist Carl Jung is often credited with defining human archetypes, but the concept of recognisable character types is nearly as old as time itself.
Brands can and do use the archetype concept to help define their value propositions. Microsoft is the regular boy (or indeed girl) next door, whilst Apple is the explorer. Ben & Jerry’s is a jester, and Volvo has long been considered the caregiver…
While a basic archetype shouldn’t exert total control over your entire brand, considering where you fit in this classic narrative can save time and effort when creating a truly compelling brand story.
5. Be Relatable
Virtually everyone knows their company should be relatable, but too few understand what that really means. The heart of the issue here is genuine empathy with your entire stakeholder base, from suppliers, through staff, to the all important customer.
The world’s most relatable brands have made it their mission to understand their customers problems, and focus on being the de facto solution. That’s why Nike reflects athletic triumph, and IKEA represents price-sensitivity. Know your buyer personas, and be their solution.
Pulling together an articulate and compelling brand story is an artistic blend of commercial experience and creative flair; done well it can elevate your brand to dizzying new heights, done badly it can crash your brand into the ground faster than a four-year-olds first attempt at a paper plane…
You won’t be surprised to hear that here at Better, our finely crafted brand stories are rather good.
So are our paper planes.