Thursday

BRANDING: The Power of the Short Story.


With so much talk about branding today, NOISE would like to put in a plug for very little branding talk. No more than, say, two minutes.

At NOISE, two minutes is roughly how long (and not much longer) we believe it should take for you to articulate your brand story. If you're not familiar with the concept of the brand story, you should be. At NOISE, the brand story:
  • Is your narrative heart and soul.
  • Is all fact and no fiction, part prose and part poetry, who you are and what you are and why you are.
  • Is written to be used both textually and orally.
  • Is as powerful as text-only, as it is with pictures and music.
  • Has a beginning, middle and end, and — in the end — it clearly defines for everyone, from your employees to your consumers, what your brand promises and what will be delivered when interacting with your brand.
  • Is simple, complex, fact-filled, goal-driven, multi-dimensional, powerful, emotional and persuasive.
  • Is the Kool-Aid® from which everyone in your organization should drink from and refresh with every day.
  • Is the launch point and measuring stick for all of your marketing and communications.
  • Is you.
Do you have a brand story? If so, could any member of your organization articulate it? Does it meet the criteria above? Can you tell it to me in two minutes or less?

It's true that every brand has a story. It's also true that some brands are better than others at telling theirs. If your brand has a case of writer's block, contact NOISE. We're expert at the fine art of brand storytelling. Just ask our many successful clients. Just look at our results and, for whatever they're worth, our awards. The end.

Source: NOISE
Reported by: John Sprecher

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