Branding Is Storytelling
Your story creates your bond with customers and clients
A great brand doesn’t start with a product.
It doesn’t start with a business plan.
Every big idea, every legendary brand, begins as a story. The story is sometimes deeply entwined with the personal story of the founder/owner, but the brand’s story is a distinctive story all in itself. If you don’t know the story, if you haven’t spent time thinking about it and working it into a narrative that explains what makes the heart of your business beat, then you really don’t understand your business at all.
Good marketing will bring people to your product or service, hopefully in sufficient numbers to keep the doors open. But marketing alone will not keep them coming back. It won’t create a bond between you and them.
Solid branding will. Branding animates your product, your company, your employees, and your clients or customers. When branding is strong and a company consistently focuses on the values that their story embodies, their products or services can become part of people’s lives. In the best cases, those companies can actually influence the culture of an entire business sector and beyond.
