Somewhere along the line, the word “branding” got mixed up with “logo”. While it’s an established fact that brands are far more than logos, it seems that creating visual identities with rich emotional character and authentic connection still eludes many marketers. For many marketers, the discipline of creating visual identity has been reduced to mere decoration.
Eventually every product or service will become a me-too commodity that competes on price alone. The pace of product and service innovation is now so accelerated that one can hardly determine who is first to market with a valuable new idea before a competitor knocks it off, adds a feature and lowers the price.
Brand storytelling plays a critically important role growing the business assets of relationship and reputation. Story based brands whose stories have enhanced their relationships and reputation with customers, are usually telling stories they have earned the right to tell. On the other hand, if you create brand stories your audience perceives as disingenuous or contrived, your efforts can bring the brand’s credibility into question with a velocity never before experienced.
I swiped this cartoon image from a wonderful TED Talk by Sheena Iyengar on the art of choosing. If you are managing a brand, do yourself a favor and take some time to watch it. It has significant implications for brand marketers.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we’re happy to answer your marketing questions. Today we hear from Bill, a Senior Brand Manager in Chicago, Illinois who writes…
