An easy way to think of your brand is to understand that it is the story of your business. It’s about the history of your business, it’s about you as a protagonist, it’s about the evils you battle in this world, and it’s about the gang of people you hang out with and why. How you tell, and retell this story defines what your business is as surely as telling yourself, will help to make it so. We all live our stories – and your business is no different.
So when you’re thinking about creating your “brand” focus instead on what the story of your business is. What is the great journey your business is undertaking? What are the interesting details of the story? Why is the world better because your company came along? One way to force yourself to tell a compelling tale is to find a young person 7-8 years of age and tell them your brand story – complete with voices of the good guys and the bad guys. With the climax of the showdown between good (your company) and evil. If you hold their attention, you’ve got the makings of a great brand story.
Once you “write” your story, you’ve created your brand story. Then all you have to do is the same work the publishing houses do to sell a story. They package it up and make it look interesting. They pick an appealing and interesting cover for the story in order to get potential buyers to pick it up off the shelf. Graphically it has to be enticing, with an interesting picture on the cover. The thickness of the book, hard cover or soft cover, determines how seriously we take the book. The font of the “title” has to co-exist with the storyline. (You rarely see comic sans title on a horror story.) And most importantly, the flyleaf needs to tell a concise and interesting tale that captures the reader’s attention and leaves them wanting to know more (and buy the book).
If you can do those things, you’re well on your way to building an amazing brand. It’s not rocket science – it’s story telling and packaging. Human beings are great at storytelling. So are you – so tell your story.