Archives

Categories

AUSTIN WEST

BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Nine

March 22, 2018

BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Nine

#9. BRANDING IS NOT STATIC.

Contrary to many assumptions, YOUR BRAND ISN’T a single STATIC EVENT in TIME. It’s an EVOLUTIONARY EXPERIENCE. GREAT identities and BRANDS ARE STORIES that CONTINUALLY UNFOLD into an ONGOING EPIC.

And like a story, YOUR BRAND has a MAIN CHARACTER and sometimes SUPPORTING CHARACTERS. What are the characters going to do as they VENTURE FORTH into the world of SITUATIONS, both EXPECTED and UNEXPECTED? How will the characters get from here to points beyond? How will they FACE the INEVITABLE STRUGGLES? What will their behavior be like? Their interactions with others along the way?

By DEVELOPING YOUR BRAND’S STORY, you CREATE A BELIEF in that CHARACTER THAT IS SHARED with all BRAND USERS. Your customers, your employees, the media, marketing people, others.

How do you express and share that belief with your customers? BY DEFINING WHO YOUR ARE. That’s the BEGINNING, the HEART and SOUL of any MEANINGFUL BRAND exercise and STORY. WHY YOU DO WHAT YOU DO.

YOUR GREATER BRAND PURPOSE.

YOUR RESAON FOR EXISTANCE.

WHY SHOULD ANYONE CARE?

1. In 2017, purposeful companies outperformed the S&P 500 by 40% (World’s Most Ethical Companies ranked by Ethisphere).

2. According to the Edelman Good Purpose Study, 86% of customers globally believe purpose in community or society is at least as important as business purpose.

3. Harvard Business Review studies have shown an average 2,700% increase in product value when accompanied by good stories.

Comments are closed.