Good branding starts with storytelling. In the past, brands had difficulty reaching audiences but easily captured attention once they did. Today, the challenge is reversed—reaching audiences is simple, but holding their attention requires compelling narratives.
Without connecting people to your purpose and mission, they will turn to competitors. The obvious answer? Nothing stops them from choosing alternative brands.
What Makes Good Branding: Successful brands like Nike, Coke, and Apple share two critical qualities: authenticity and consistency. These companies promote more than products; they evoke emotion. Whether it's courage ("just do it"), warmth ("opening happiness"), or innovation ("think different"), these brands inspire loyalty through genuine purpose.
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Telling Your Story: Organizations exist at different stages. Some are new and developing their narrative; others need to refresh their story for modern audiences. Key elements include: A clearly articulated purpose. A motivational factor transcending products and services. An opportunity for audience participation.
Blue Apron exemplifies these elements by positioning itself around "making incredible home cooking accessible to everyone," connecting viewers emotionally to family and cooking experiences.
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Best Storytelling Tools: Eighty-five percent of US internet users prefer video content. Motion-graphic videos offer versatility and longevity compared to expensive live-action productions. Organizations may also need infographics, illustrations, and interactive games to engage audiences deeply.
The article concludes by encouraging organizations to seek professional help in crafting and presenting their brand narrative.