Creating a powerful brand with a strong compelling brand story

http://www.alicekatter.com/work/

How to make people not only like your brand but love it.

When you want to launch a product, you have this idea in your head of what it should do, how it should look like, where it will be available and so on.

But what’s important to keep in mind is that chances are high, you’re not the only company out there selling your product or service.

So there is something else we need to keep in mind when we’re launching a product or service.
It is that people relate to brands not products. Therefore we must make your brand as distinct and memorable as possible.

How to create a brand story?

Your brand story differentiates you from your competitors

The best way to make an emotional and meaningful connection, which differentiates yourself from your competitors is to create a strong brand story that people can actually relate to and which touches them on an emotional level.

Your brand is not your product, your logo, your website, or your name.
It’s what your customers perceive about you and how you make them feel.

For bringing your brand to life and defining your story you need to figure out what your brand stands for beyond what you sell and make it a part of your brand strategy.
For reaching your audience and being relevant, you need to think about what your audience is interested in and what their motivations are. Think about what lifestyle your audiences live, where they could relate to your brand and build up a connection to you.

To give you a better understanding of how this works, I will give you an example.

At the beginning of the year, I started working with a startup called FRIYA.
In a couple of strategy sessions we defined the key values of the brand, as well as the target audiences we wanted to reach with our communication and marketing.

FRIYA is a drink, based on basil seeds, which are similar to their cousins Chia Seeds and so called “Superfoods”. When FRIYA launched, chia seeds where already popular within opinion leaders in food/health and “clean lifestyle” and just about to get more popular in Austria’s broader mass (plus started to become available in supermarkets).

When creating your brand and communication strategy, which will also be the basis for the content you will be sharing, it’s about answering a demand. Find out what your audience is looking for.

With FRIYA we reacted to the urge of people to follow a healthy & “clean” lifestyle, “do more of what makes them happy” and on a less romantic level: integrate healthy food and snacks into their busy work-life. That’s why we built the brand story based on this need. FRIYA therefore wants to enable people to live a good life — “Free yourself”- and helps them implement this idea into their daily routine.

How does the brand story translate into digital?

Choosing the right channels, how to communicate on them and what content to share.

Bringing your story to life

To bring your brand story to life and make people relate to it you need to communicate your brand story via the right channels at the right time. You need to define your channels, your content strategy, that is built on the brand story and makes people relate to it by addressing topics that they are interested in.

Your content needs to reflect your brand story, your message. Does it align with your message, or was it just something funny that would, frankly, confuse your audience? If it doesn’t tie back to your brand’s message, you will have trouble differentiating yourself from competitors.

With FRIYA, we had a look at what topics are relevant for our target audiences and can make us reach them in their natural environment as often as possible.

We defined the topics sports, especially Yoga, office situations/work-life, as well as clean eating/healthy food, as relevant areas for us to make our target audience relate to the brand and create consumption situations. “no time for breakfast?”, afternoon snack and sweets craving.

With a mix of owned content and earned content, which we generated through blogger and Instagram cooperations we created a content mix, consisting of motivational content, sports and food inspiration as well as product posts — mainly user generated.

Defining the channels

We chose a mix of owned channels & non-owned channels, online as well as offline.
As our owned channels we chose Instagram & Facebook, as these were the channels our target audience was already using and where we saw potential of building a brand personality and lead customers to the website and/or shops.

We build up the brand through direct and indirect storytelling and collaborated with existing communities and influencers with a certain standing in relevant niches.
We ran a social seeding campaign with German and Austrian online influencers, Instagramers & bloggers, focussing on the fields of healthy living, vegan, sports such as DariaDaria, Berries & Passion, SophieHearts, the 18th District, VanillaHolica, Facella, food bloggers who created recipes e.g. Eva Fischer & CookingCatrin, JuYogi and shared it with their followers.
In this way we told our story through them, which is a more authentic way then just telling it through or “owned channels”.

To also create offline touchpoints and make sure people have the chance to try the drink, we created live touchpoints with event collaborations & sponsorships as well as start-ups such as VeganBox, Foodist Healthy Box. We collaborated with events like CreativeMornings Vienna, Top Swap, Blogger Fleamarkets and more.

To connect online & offline we optimised the marketing mix and made sharing as easy as possible to inspire organic conversations. This was thought through in the packaging, shops & event appearances, influencer relations, the website and every other touchpoint.

We build up a brand that now has an active and highly involved community of more than 6.500 people, covering a niche of superfood-lovers and mainly opinion leaders, who daily upload pictures which results in more than 1.000 images shared with #FRIYA.

If you have any questions or need help in defining your brand story and bringing your brand to life, feel free to get in touch: hello@alicekatter.com