Does your brand need a Brand Narrative?
Your brand does if it faces any of these situations:
- Differentiation: Does your brand have a sober, unexciting, or blurry identity in an increasingly competitive and perhaps commoditized market? Are you able to cut through the clutter in ways that matter?
- Growth: Is it getting harder to increase market share, drive sales, and improve profit? Are new markets and products growing quickly enough?
- Talent: Is it getting increasingly difficult for your brand to recruit the talent you need? Is your top talent leaving? Are competitor’s hiring the talent you hoped to hire?
- Engagement: Are your employees aligned and heading in the same direction? Is your brand being held back with issues around collaboration, innovation, and loyalty?
- Complexity: Is your business growing rapidly in both size and scope? Have you just acquired a new company? Do you have disparate product lines and target audiences? Are your brand and workplace behaviors inconsistent and counter-productive?
Of course, a strong Brand Narrative will also help your brand even if it’s operating from a position of strength. Successful brands can further establish their preeminence, forge far stronger and harder to break bonds with both customers, prospects, and employees, and increase the perceived distance between themselves and their near competitors.
A good Brand Narrative adds a bright North Star to your brand strategy. It helps you create brand experiences that change the way people feel about your brand, based on the emotional rewards of your brand promise and the way you strive to make people feel in every interaction.
To learn more about the Emotive Branding Methodology, please download the paper below:
Emotive Brand is a San Francisco branding agency.
