In todays’ world, if you have a Facebook page and a product or service, that means you totally have a brand, right?
Somewhere over the years, the word brand left behind the strategy required to truly call a business a brand. While a product or service is at the heart of any business, building a compelling narrative that lives outside it is what makes a brand. And more importantly, creates longevity.
1. We will not copy and paste
The brands that endure the changing times are unique. They aren’t a copy and paste of other brands. They say and do something special or different to competitors. Take a unique tone, follow a ‘controversial’ set of beliefs, look at a problem through a new lens or think about the future differently. Don’t just be better! “Box’s brand is a better version of Dropbox, but that does nothing to differentiate them. Better is actually worse. Different is what matters.
” Jasmine Bina
2. Always lead with the story, not the product
As today’s tweeters would say "where are the feels?
" Even if it is a delivery service or just about a product, there has to be more to it, there needs to be an emotive narrative to carry the brand. There is no long term for a branded business with an offering. If a search engine can make you tear up or feel an emotional response – your brand can do it too.