What is a brand?
It’s not your business name.
Put simply, your “brand” is what your prospective customer thinks of when he or she hears your brand name.
It’s everything the public thinks it knows about your name brand offering—both factual and emotional. Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.
A brand is not only its logo/look and feel. Brands required a clear and consistent brand identity with a clear brand story. And brands that tell credible stories create trust.
International examples that spring to mind are: Coke, Disney, and Apple.
But closer to home we can look at brands like Discovery, VW, Land Rover, and Sasol.
What sets these businesses apart is that they've used the power of story telling to transform their presence and identity. They have engaged on a personal level and their stories have shaped their businesses reason for existence. They have given their customers a reason to believe! And ultimately, their authentic brand stories have built trust.
How does your story create that trusting feeling that customers crave?
Every touchpoint needs to be true to the brand. A product might grab your attention on Social Media, you then head over to the website and make an online purchase. Shortly after the transaction goes through, you receive a notification that they are out of stock or there is a service delivery issue. How does this make you feel? Immediately your brand trust is broken!
Here are a few examples of strong brand stories:
Nike tells its story through professional athletes. Their story is all about success and JUST DO IT. They tell this story through sponsoring the top athletes: Rafa Nadel, Ronaldo, Rory McIlroy etc. Nike are not only selling a tick on a shoe. Their brand is lived through the people. It transcends all platforms, always speaking 'success'.
Charity Water is a non-profit organisation bringing clean and safe drinking water to people in developing countries. They use emotive, well-shot imagery and text that brings the ‘need’ to life. They have unique ways to fundraise through building online campaigns where people can donate. They are 100% transparent about where the funds are used, and send professional, engaging emailers to the donors to them up-to-date on project progress.
“Diseases from dirty water kill more people every year than all forms of violence, including war”. The jaw dropping number is that 663 million people in the world live without clean water. [Find out more here]
Images: Charity Water
RSI Smart Canopy is a business that Fuze has been working with over the past few months. They have a brilliant product, but the brand lacked ability to connect and engage with its customer. We formulated a Communication Strategy, that was rolled out onto their website, brand videos, print and social media. The challenge here was to sell the adventure and lifestyle, not only a stainless steel vehicle canopy. [Watch the brand videos here]
The great thing about a story is that it lives on. Real stories keep on telling, keep on going, and keep on connecting with people. Keep your story alive by continuing to impress your customers and give them the best experience possible.
Your story matters.
Connect with your audience.
Give them more than your product/service.
The Fuze story is about connection. Connecting brands to consumers.
Our story is driven by facilitating this engagement.
Follow our story an connect on Social Media or email us on email@example.com.