HOW TO CREATEA COMPELLING

BRAND

Consumers buy products because they believe that these are more than just

an object.

With this, businesses are starting to redefine their company’s story from a simple corporate mission and vision to

a compelling brand story.

It has worth, meaning, and value.It has a story.

CLEARThe least thing you’d want to happen to your brand is for consumers to vaguely perceive about it.

This is why the story you’re going to tell your consumers should be as clear as the water that you are drinking. Clarify and ask questions like what business you are in. Why are you doing it? How far will you go for your consumers?

CONSISTENCYYour brand story must never be in conflict with the other elements of how you market your brand or else your consumers will just get confused.

Every customer touch point should exhibit what your story is all about.

COHERENCEBeing coherent goes hand-in-hand with being consistent. How you create your story should be in line with everything else.

In this way, consumers will be able to follow through your story and hopefully, be engaged to look forward for the next happenings.

CANDOREverybody appreciates honesty.

Consumers will most likely be inclined with companies that will tell them the truth instead of those who will fool them just to make a sale. So, when telling your brand story, make sure you are being frank and open.

Never overstate and underdeliver.

CONNECTIONMore than anything else, you have to connect with your consumers. Otherwise, what’s the point of storytelling, right?

Your story should be one that can be distinguished but should also be able to pierce through the soul of your consumers wherein they will crave to hear more about it.

Your story should be worth listening to.It should be one that consumers would love to retell over and over again. Not like a bedtime story that will tuck them into sleep.

“In your advertising, never forget: Words are electric and people are magnetic;

people attract people.”

- Roy Williams, The Wizard of Ads