I want to dive in a little bit and talk about Brand Storytelling. Here at Equinox, this is one of our main focuses. Whether designing a logo, website, business card, sign, or posting on social media, your brand story is more than what you tell people. It is what they believe about you based on all the signals your brand sends out. The story is a complete picture of the facts, feelings and interpretations, which are shared about your business by you, your customers, your community and the public in general.
As Christopher Ratcliff of Econsultancy explains:
“It’s a phrase we all understand because it’s one of the fundamental ways we communicate ideas, educate and entertain each other from infancy. We remember information far better when it’s in the form of story rather than as a list of facts. People tell stories, art tells stories, TV tells stories, ads tell stories… so it seems straightforward enough when a marketer talks about ‘storytelling’, we know what they mean…”
Business Brand Storytelling Combines Several Essential Aspects
Who you are
What you specifically do
How you solve problems
How you add value and care
How you engage and contribute
Think about all the big name brands of the world. Without even seeing the actual product, we know what these companies sell and stand for. If you see a Nike check, you know they sell shoes and have branded themselves as a company that promoted health and fitness as well as quality shoes and apparel. You know that without having to look them up. Because they have told the story of their brand over and over and have constant awareness of what their customers think of them.
Brand storytelling is a powerful, personal and effective way to keep you real and at the top of people's mind. It educates, inspires and ultimately will help you sell and build indispensable relationships and loyalty with your customers and community.
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