Define Your Brand
Before we can hop into the meat and potatoes of effective brand storytelling, it is important to clarify what the term brand means. Then we will need to identify what your company’s brand is. By doing these steps early the process, you can eliminate the heavy lifting later in the marketing execution.
The term “brand” gets thrown around a lot in the marketing world. While the exact interpretations are subjective, some core ideas remain the same. A brand is a public representation of who a company is, what they stand for, what emotions the company elicits in its consumers, and more broadly, what problem is the company trying to solve. Yes, this includes a company’s name and logo, but what makes a brand memorable and recognizable is what is behind the emblem. Think of what emotions and connections your brain makes when you hear the word Nike or Pepsi.
When trying to identify your own brand, make the following considerations:
You can get even more in-depth than this, but these questions will get you started on the right track to creating a brand that people know and trust. By defining your company’s brand, you’ve done yourself a big favor and will be able to frequently refer back to that foundation to make the rest of this process easier.