Help customers understand what you offer and how you’re unique by establishing your brand.
What does your brand stand for?
Tell your company’s story in a compelling way by answering your “why.”
Branding is all of the ways you establish an image of your company in your customers’ eyes. It’s about the story, the people, the product and the offers. The way you tell your origin story on your website or when your sales and customer service staff interact with customers can make a big difference. The purpose of branding is to help your customers understand what you offer and how you’re different. It’s more than the USP or UVP (unique selling proposition or unique value proposition), it is the combination of all the ways you choose to communicate what you stand for.
Think Patagonia, Starbucks, Disney, Apple, Tesla, Ben & Jerry’s, etc. These brands stand for something! It’s more than what they sell. In addition to your logo, corporate colors, a brand guide you can communicate your brand message.
Director of the Center for Neuroeconomics Studies at Claremont Graduate University, Paul J. Zak, Ph.D., is the author of a study at Berkeley, where it was found that the brain produces a neurochemical called oxytocin—sometimes referred to as “the love hormone”—when people watch or hear a moving story. Oxytocin creates feelings of empathy and compassion, and higher levels of the hormone are shown to produce generosity and trust. Stories connect us with strangers.
The story you tell becomes the structure upon which your prospects and customers write their own. If people can see themselves in your hardships and triumphs, you’ve effectively cast them a role in the center of your brand’s story. I’ve always been fascinated by silent films. In particular, Mr. Bean and the 3 Stooges are my favorites. But when it comes to modern day stories, I think no one does it better than Marvel. The great Stan Lee started working in the family business, Timely Comics, in 1939. To think that some of the same characters and stories Stan created in that era are still popular with people today is amazing.
What Makes Your Brand Stand Out?
Use this formula:
We offer [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION]. Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR].
Check out this free Business Storytelling workshop by our partners at Bizhack.
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