Our BrandStory tells why a brand is there, what it does and how it does it. It addresses every audience for which the brand may be relevant.
Energy and direction
A BrandStory gives energy and direction to the brand. Not only when it comes to design and communication, but also when making policy choices.
A Brand Story from Globrands:
It is one thing to say “inspire”; actually inspiring is something else. A good brand story evokes sympathy for the motives of a brand, brings emotional solidarity and encourages action.
– is about friction that needs to be resolved
Without friction, there is no story. The friction creates a desire, an emotional tension. In our BrandStory it is expressed in a non-technical, tangible way. This is how a BrandStory should express common marketing terms “vision”, “brand insight” and “why”.
– closely matches the brand’s positioning
A brand is stronger, the more consistent it is. We demonstrate the Brand’s core values by expressing them in a recognizable and tangible way, and in a tone that fits the brand personality. We articulate unique selling points (or brand benefits) as the activities with which the brand can solve the contradiction in the market.
We can use our BrandDefiner to determine brand positioning.