At the center of every brand story is a hero. The hero could be an idea, a person, or a thing– to be effective at brand storytelling, it’s critical to know what attributes define the inner character of the hero.
NEW THINKING
HomeAuthor
Thomson Dawson, Author at Branding Strategy Insider - Page 7 of 20
The right time to position brands is seldom obvious. Brand consultants will eagerly advise about how to position your brand. The key to effective brand positioning is more about “when to “ rather than “how to”.
If you’re inventing or transforming a brand, somewhere in the process you’ll be working with a Designer or Design Firm who will be tasked with bringing your “brand strategy” to life through sounds, words, pictures, physical environments and emotional experiences.
Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, the brand conversation was based on delivery and interruption, successful brand conversations are now participatory in ever more technology driven channels.
Unlike product brands that you can pick off the shelf or take for a test-drive, most professional services organizations sell an intangible. The product cannot be fully “experienced” until it’s purchased. That intangible is usually a promise to produce a desired future outcome that improves the condition of the customer.