Have you heard the idea that a brand is defined by what people say about you?
Our BRANDiT Marketing team agrees that perception, consistency and people all play big roles in shaping your brand. But, what about how your customer’s source of knowledge impacts these three key elements?
As business storyteller Shawn Callahan, author of Putting Stories to Work, puts it, “There’s no such thing as a brand story – because if you think about it, it’s not one thing. Instead, if you’re a big brand, there are many millions of stories that come together to form the impression of a brand. Stories are the pixels of a brand image.”
So, have you ever considered how your pixels make your brand look in your consumer’s eyes?
A smart business will firstly recognise the existence of those pixels and secondly; adopt a brand strategy that influences the stories creating those pixels.
What sort of stories are there? We’ve narrowed it down to 8 main themes:
1. The Story the Brand Tells
This is the summary of every piece of information you put out to the market.
And, whether it’s your defined vision wonderfully executed or what your lack of marketing effort tells your customers, it all creates the brand you tell.
2. The Stories the Consumers Tell Themselves
These are your alignment stories, because they help consumers compare and contrast the stories they are telling themselves with the stories your brand is telling.
3. The Stories the Consumers Share With Others
These increasingly revolve around experiences and reviews.
We judge the authenticity of the stories brands share about themselves by what others have experience and the stories they tell of those experiences.
4. The Stories the Media Shares
These are the stories of public record. They are the stories of validation or disapproval around a business’ behaviour that help consumers decide whether a brand remains on-brand for them.
Brands like BP and Volkswagen have found their brands deeply impacted by the stories that have emerged of their conduct.
5. The Story the Culture Shares
This is the internal business story and the one created behind your company’s doors.
The success or failure of this story has one of the biggest impacts on your business as it’s shared through your “Employees’ Stories” (our next point).
6. The Stories the Employees Share
These are the stories employees share with each other and those around them about your brand.
In an era where company reviews are so important, especially on forums such as Glassdoor, employee reviews can make or break a brand.
7. The Story the Company Tells Investors
For many companies the stories told to the consumer and the investor are not aligned. This then creates a disconnect and potential fracture of the brand ideals.
8. The Stories the Competitors Tell
These stories provide an alternate story to what you are saying and prevent you from telling a one-sided story. However, be conscious that “those who throw mud often end up with it on their face”, ultimately negatively impacting their brand’s story.
So, what do you think your stories are saying about your company?
If you need help with your stories give BRANDiT a call and let’s see what your pixels look like!
ARE YOU READY TO BE ROCKED?
