Your story is your greatest brand asset
When you think of a brand, what comes to mind? A name? A logo? Colors and type?
These elements often get labeled as the brand. And while they are manifestations, this list is missing perhaps the most crucial factor when creating something exceptional.
The importance of the story
Your story is by far the most important brand asset. Before the logo or anything else. Because your story is where the meaning is born. In its telling, it helps those you hope to serve understand why you are the way you are. Hopefully, it also imparts what you believe. What you stand for. And, most importantly, the difference you can make in a life.
Why is story so powerful?
Great brands understand the power of intangibles. They understand that people are drawn to ideas. Especially ideas filled with meaning.
Moreover, when those ideas are related in story form, people are naturally engaged. Because stories don’t just detail information. They draw us in. And make us feel.
Moreover, we as humans like to share stories. So when your brand has a compelling story, there is a higher likelihood that it will be passed along by those you hope to serve. Which triggers one of the most powerful forms of exposure – word of mouth.
How story relates to all those other brand elements
Your story should influence the formation of all your other brand elements. You should be able to easily explain the connection of each element to the story, whether that’s the type, the colors, the logomark, and more.
This interrelatedness does a couple of things.
It creates invaluable differentiation - the tight integration of all elements helps your brand – and all its manifestations – stand out. Especially in today’s crowded and noisy environment.
It helps you build memorability - when all the elements make sense and support each other and point back to the brand story, it eliminates cognitive dissonance. People don't have to work hard to understand what your brand is about. As such, it helps create a brand that is hard to forget.
Start with your story
Before you begin developing everything from your logo to your language, take a step back. Look at your story. Find the meaning that those you hope to serve will find magnetic.
Once you have your story, everything else becomes easier. And you're less likely to spend time and effort going back and redoing things.
A good place to start is by asking yourself, “What difference does our brand make in a life, a community, or even the world?” This can help you get to your Big Audacious Meaning or brand purpose. Consider using the 5 Whys exercise to help you drill down to your most profound answer.
Invest time in your story. Make it extraordinary. Because it will pay the greatest dividends of any of your brand work. And become your greatest brand asset.