The moment comes in all of our lives when we ask the 'BIG QUESTION(s)'. Who am I? What am I doing here? Why am I doing what I do? These are all important questions, and to be honest, first and foremost: they are hard to answer. But it's worthy to do so! After we have all the right answers we set the firm ground to development. We know who we are, where we are, what we do, what are our goals, who can identify with us, etc. When we answer these questions, we have the basic guidelines.
It is the same in branding too. Before we start to create our logo, our advertising, choose the right colours and typography, we should know the answers to our 'BIG BRAND QUESTIONS'. This is something you simply cannot skip. If you do not know who you are, how do you think your customers can identify you. If you are not able to differenciate yourself from the other brands, how do you expect your audience will be able to recognize you. Why shall they choose your brand and your product if you are only one of the average ones?
Let's see an example. You have products. You sell running shoes. But do you have a running shoe brand? If you answer to this question that 'I have great products what are awesome in design, they endure many marathons and they are made of quality components.' I would ask back: 'OK. But, why shall I choose you?'
None of the above mentioned will motivate me, nor your customers to buy your shoes, maybe not even bothered by knowing your brand better or pay attention to that. Instead, tell me why you make running shoes. Explain it like this: 'My father was a shoemaker. He spent all his life in his little shop on the corner of the market square in the southern part of the country I was born. He created each piece with understanding of his client's needs. He knew if they were nobles or farmers, he kept all the shapes of their feet carved in wood on his shelf, he kept notes about them, when they have a birthday and how their children are called. They trusted his skills and called him 'dear old man'. This 'old man' taught me to run, to swim and ride a bike. He also taught me the importance of the best materials, the perfect pattern that does not bother my feet while walking hours up and down on the nearby hills. I followed my father's path in everything. In profession, in worldview, in hobbies. Except in sports. He was a mountaineer. I am a triathlonist."
So, what exactly do you need to build up the story of your brand.
True and authentic story: this explains WHAT happened. Be original, use a real story with real people, real motivations and real characteristics. This story shall be your story, your brand's story. It exists for a reason. Tell it, what is behind your motivation without clichés.
Valid recognition of a need: this answers to the WHY. Every person and company is purpose driven, we all do something for a reason. Before you have started to make your idea come true, you had seen that there is a need among your customers or target group. Tell it, how you recognized this need. Have you been experiencing it in the past? Even better, explain how you felt.
Relevant answer to that need: this is the place for the FACTS! What was your answer? Your idea of course, your solution. An invention that describes your brand. The exact thing what you do differently than others. This is the very feature that makes you stand out, this is what makes you a candidate to be not just 'a brand', but 'the brand'.
Personal experience: this will explain the WHO. You are the expert of your product, you know your market, you are aware of the needs of your customers, you know what motivates your audience. Tell them that you are one of them, you play in the same club, you are on the same side, but also highlight that you know something more, you experienced it, you have been there, done that and you have the key to avoid the common struggles.
Emotions: here comes the PROMISE! Open up and share your feelings. A catchy story is full of some sort of drama. It can be funny, it can be good or bad. What matters is that you paint the outline of facts with the colours of emotions. The emotions also have to support your promise. It has to show how the drama can end well or even better.
I hope you paid attention so far, because here comes the trick. Support the above written with strong visuals everytime you can: on your website, in your store, on a presentation. Show photos, infographics, product images and highlight your brand's values and philosophy.
Still not sure what to do or say? Let us help you find out the next steps!