Once Upon a Time…
Okay, maybe not that kind of story. Nevertheless, a brand has to be a story that is constantly being told to consumers. Unlike a regular story that is seen or heard, a brand story is felt and experienced. It’s the idea that when you come face to face with a brand an immediate feeling or thought comes to mind. It doesn’t just end with your website or logo, but the complete customers’ experience. As branding expert Bernadette Jiwa puts it in her book, The Fortune Cookie Principle:
“A brand story is more than a narrative. The story goes beyond the copy on your website, the text in a brochure, or the presentation used to pitch to investors. Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings, and interpretations, which means that part of your story isn’t even told by you. Everything you do, from the colours and texture of your packaging to the staff you hire, is part of your brand story, and every element of it should reflect the truth about your brand back to your audience. If you want to build a successful, sustainable business, a brand that will garner loyalty and, if you’re lucky, become loved, you have to start with your story.”
“Everything you do, from the colours and texture of your packaging to the staff you hire, is part of your brand story, and every element of it should reflect the truth about your brand back to your audience.”
At ZIV we always keep your unique brand story in mind when creating every consumer touchpoint. As Jiwa says, all elements should display the purpose and truth about your brand, reflecting the meaning back onto your customer. From the smallest of ads to the most extensive of website redesigns, everything should be created through the lense of a consistent brand story.
Want help starting your brand story? Reach out to us, we love a good story!
To learn more, make sure to check out the Fortune Cookie Principle by Bernadette Jiwa.