Join Lorrie Thomas Ross for an in-depth discussion in this video Developing a story, part of Learning the Basics of Branding.
Brands can be controlled if there is a clearly defined promise and that promise is consistently delivered. We start our brand's storytelling from a place of promise: brand promise. Take some time to define what your brand promise is about. FedEx's promise is that packages get there overnight, guaranteed. Nationwide Insurance promises that Nationwide is on your side. My company, Web Marketing Therapy, has a promise of healthy marketing advice and support. A brand promise can tap emotions, be a deliverable, or focus on experience.
Here's the three things you need to address for a compelling brand promise. One, it must be credible. This means it must come from a place of heart, of authenticity. Make sure your brand promise is aligned with why you are in business. Two, the brand promise must have value or benefit to the people you want to serve. Third, and most importantly, promises are only good if they're kept. Your organization's storytelling becomes powerful story selling when the brand has a clearly defined and delivered promise.
A cool logo won't do us any good if the experience doesn't match the promise. Some companies publicly share their brand promise or some choose to make it an internal company mantra. No matter how old or new your organization is, it is healthy to go back and look at your brand promise to see if there is one. If not, then there is a clear step to taking your brand-building process. Take time to be clear on how you or your organization want to be defined but also be open to receiving feedback. Customer surveys can be a great way to capture honest feedback.
Listen and understand what the marketplace says about your brand, to ensure that there is no identity crisis that needs to be addressed. Once you're clear on your brand promise, you're ready to start communicating it.
- Understanding branding
- Looking at trends and a gallery of brands
- Positioning your brand in the marketplace
- Integrating images and style
- Developing a business promise
- Creating a style guide
- Trademarking your brand
- Tying together the print and web site design for a brand
- Avoiding common mistakes