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MenuI need a creative idea about brand story
My brand is underwear I need to know how to get a creative idea about make my brand hero
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Can you provide more details?
Who is your target - age, gender, geographic location, etc?
Brands by definition are stories embedded in the mind of the market. A good story has the ability to create emotion in the hearts of the listener, reader, or viewer.
The funny thing about stories is that although the arcs and endings change, a lot of the characters repeat themselves. These characters become our heros.
To understand your brand hero, start with yourself. Create a brand diamond of who you are with four different attributes.
Your company cannot be something you are not.
Once the character diamond is created for you (as founder), then apply those same attributes to your organization.
If you're having a hard time coming up with your character attributes, give me your top five favourite movies of all time. With that information, I can probably tell them to you. Our heros show up in things we enjoy (like movies, books, poetry, etc).
Once you identify your character attributes, you can tell the story from your hero's point of view (using similar arcs as your favourite movies).
You want a creative brand story to set your underwear apart, but literally the ONLY thing you have told us about your product is ... that it's underwear.
So any idea we may have would apply to ANY underwear. As a result, it's impossible to help you set your brand apart.
What makes your product unique? What are you doing that the competition isn't? Whom are you trying to reach?
I'd definitely need to know who and what and why you are, to hear your story in your own words from you, before I could translate those characteristics and goals into a brand story that appeals to your target audience. You tell us, then we tell others.
Creative idea about brand story can be created if you understand the following:
1. Know Yourself
Per Lisa Barone, CMO at creative agency Overit, step one for brands is figuring out who they are.
“What do they believe as an organization, what are their brand tenets that will last the test of time, what’s truly unique about their offering, what does their voice sound like?” Barone asked. “I cannot tell you how many times I have worked with clients big and small, famous and not, who had no real understanding of their brand,” she said. Look at what your competition is doing and what marketplace trends are.Leverage this to figure out who you are and what you stand for.
2. Have a Clear Vision
One way to make sure that your brand is staying consistent is to develop a vision statement. When you are considering launching new campaigns or exploring new partnerships, refer to your vision statement to make sure you are staying consistent.
3. Find Your Audience: You cannot tell a good story if you do not know who you’re talking to. Barone agreed the next step after self-discovery is understanding your target audience from a genuine human level. Peloton, the $2000 stationary bike with a cult-like audience, had to fine-tune its brand story last year to appeal to a wider audience segment that was less affluent but still willing to make a big purchase for a convenient fitness option at home.
4. Narrow Your Expertise: Once you know yourself and your audience, you’ll find what Barone called “that sticky centre,” or «the intersection of what’s unique and weird about you, and what your audience craves”. We see this in practice with a brand like REI closing its doors on Black Friday and inviting its customers to #OptOutside, which has turned into its own post-Thanksgiving tradition among REI fans.
5. Find Your Narrative
If you are not using a singular standalone story, mini stories can create a narrative about the brand, recreate real-life experiences of customers, workers, providers, and others to tell a story.
6. Keep It Simple
Hocks recommended keeping your brand story simple. Ron Maoz, head of digital marketing at accounting firm Clever Accounts, pointed to brands like Apple, Amazon, and Virgin, which have noticeably clear, simple stories at their core.
7. Be Human
But to connect, brands must also choose and embrace personas. Once you establish a clear brand persona, you can maintain it.Consumers want to know what services and products you have, but they also want to know what your brand personality is and who is working on the team.
8. Do not Evangelize Without It
Leave no doubt in people's minds what your story is and how they play a part in it. Remember, it is not about getting people to join you, it's about using your story to join the customer's life. A brand needs to live and breathe its story. Every unit must fully assimilate it and live by its core message before the story itself becomes part of the corporate identity. The story, then, cannot simply be confined into the “About Us” section of the website. It needs to permeate every piece of content directly or indirectly, promotional message, email outreach, interview, and conversation with a customer.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath
Related Questions
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Should I find a new brand name?
You're definitely going the wrong direction. That's my opinion. But I'm right, and here's why: Your domain strategy is hyper-extended. You've got 4 domains in .CO.UK – hopefully 8 counting .UK rights. That's all well and good for a British audience. But you deliver work online; so why not appeal to a global audience? Here in the USA, ccTLDs (a.k.a. country codes) are not recognized. Your business will look strange and be misremembered as .COM. That means your marketing will be inefficient; you'll leak traffic to Google, parked PPC pages, or even competitors who develop sites with the same brand name(s) in the same niche! Meanwhile you'll pay extra in ongoing advertising costs to compensate. And you don't own the 4 corresponding .COM domains. I checked. They're owned by a pair of people / companies – both known to me already. To acquire these 4 matching domains, you'd need to spend about $10,000. That's based on the typical list prices these guys set, which you can verify, I'm sure. On top of this, you'd face brand protection issues for at least 4 distinct names. That obligates you to further domain purchases or risks ... in proportion to the number of brand names you're attempting to operate. After all, WantApp is confusingly similar to WantApps; and WantWebsite resembles WantAWebsite. And let's not forget .DESIGN and .WEBSITE, which means your WantDesign.co.uk is competing against both WantDesign.com and Want.Design, while your WantWebsite.co.uk has to shout extra-loud to be heard above WantWebsite.com and Want.Website. Things get complicated fast! You'd eventually face competitors with these names unless you bought them all. You might even get embroiled in trademark disputes, which are no fun. For that amount of money ($10k upwards), you can buy a really great domain name and consolidate all your efforts on a single brand name with worldwide appeal and a single website. In the long run, going the way you're going, you will pay thousands of pounds one way or another. Maybe you won't buy those other domains, but you will put extra cash, sweat, and time into marketing. You'd probably lose a few customers over the years as well, since they'd go somewhere other than your site and find other people to hire. I also have concerns about branding with multiple domains, managing multiple websites, or asking customers to bounce around between several sites. But there's no space to go into that. The domain issues already sank your battleship, I'm afraid. If you'd like help selecting a single unified brand name for all your services – which is what I recommend – let's talk. Naming and domain procurement are both areas I specialize in.JP
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I just started an ad tech company out in Palo Alto. Would love to start getting some PR/exposure. How do I get journalists to write about us?
With 17+ years in PR, and my work as chair/co-chair with the MIT Enterprise Forum in Chicago, let me add to what has already been said. You have two industries (aka targets) to approach - technology & advertising. Try to include a demo video in your media pitch/kit. Create and tell a story to reporters as to why you created your startup. What need did you see? Is it from personal experience in the ad industry? Something you experienced that was a real pain. Something that you said to self "there has got to be a better way." Find out from your financiers who they have funded and then research to find out which reporters wrote about those companies. I would also suggest putting out a press release. PR Web is relatively cheap, and can help with SEO. If you need a media list I also have a suggestion. Feel free to contact me.SM
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We're rebranding our mobile app with a new name and image after 2 years. What should our timeline look like? Are there any pitfalls we should avoid?
Your strategy should encompass at least four components: (A) Complete Visual/verbal/social/technical audit to find/create needed assets for transition: know which assets need to be retired or replaced and what transitional assets are needed to bridge the gap. Prioritize: not everything always needs to change at once and the more you have the longer it will take or cost. Plan to convert brand book concepts/guidelines into tangible or digital deployables: how much "stuff" do you need?; vendor selection; budgeting; designing production files; ordering; quality assurance etc... (B) Internal (team) awareness & asset deployment program and monitoring compliance. (C) External publicity plan: aimed at existing clients & prospects, and any other stakeholders: social networks, media, affiliate partners, etc... Timing should be coordinated with industry / sector calendar (trade shows, if applicable), and major app update for maximum effectiveness. Do you need specialized short term PR/AD help? How can you leverage your 10K+ users to buy in / get the word out? (D) Technical migration & Monitoring Plan: seo strategy & tracking including all affected url redirects, landing pages, email changes, whatever is affected. Monitoring & analytics to see how effective the transition is (compared to old name stats) and when transitional assets can be retired.DC
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What exercises can I use to come up with an effective brand for my product?
Several things to consider when coming up with your product's brand identity: 1) Who is your customer? That will drive the look and feel, as well as the language of your brand. 2) Who are you? If at a gut level, you and your company(employees) are rednecks making the highest quality broadheads for elk hunting, you aren't going to button up your brand in a shirt and tie or develop an artsy-fartsy website. (See Duck Dynasty) 3) What specific aspects of your product and/or service are different than the rest of the market offerings? Ie. Why are you special? These 3 questions, answered candidly, begin to make up your brand story. The most powerful brands have learned that their messaging, packaging, sales process and customer experience delivery is less about what their product or service DOES, and more about how it makes the customer or user FEEL. Branding a product or service is about carefully crafting a story(or a promise), that you are confident you can deliver on once they choose to buy. In other words, branding is the discipline of aligning what you say about your product, service, team... with what customers actually get on the back-end. Once you get really clear on these big picture questions, then the tactical stuff becomes rather easy (what should our website look like, colors, advertising channels, promotional pricing, referral programs, warranty language, etc, etc, etc.) Of course you may be smart to hire a specialist to help you brainstorm and execute on this stuff- but the actual decision making becomes pretty obvious: which option in front of us best reflects who we are?CN
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How can one mimic a bold pricing positioning to become a premium brand vs. a mid-range brand?
Many people in consumerist countries buy on emotion. It isn't the same at the lower end of the market, so brands lose out massively in that space, but they aren't really too worried about it given the disposable income available elsewhere. Branding involves understanding how your 'badge' makes your customers feel. There has to be a congruence between what they see and thus imagine. Oddly, this can also include what they can almost smell and taste! Even though those are not at any point defined in the brand strategy per se. The first thing is to identify your market segment. In the example you gave, ask yourself what is it you do? How old are you? Do you have children? What sort of job do you do? Are you happy with it? How much do you make? What sort of house do you live in? What other things do you like? etc. etc. etc. these all form what is known as a 'customer persona'. You may even help yourself along by cutting out items from magazines which help visualise answer to those questions or even create and cut out a large cut-out of that archetype. I do this a lot in different capacities, especially in IT and tech, since that is the market I revolve in most. I can definitely help with the strategy, but I'm going to say something quite odd. If you are thinking to, DO NOT contact me about manifesting it ;) As you can probably tell, there are two parts to this. The first is the strategy which I can do with my eyes closed. The second is the branding exercise, which involves the folk focussed on the emotional aspect of the process, even if they lack the strategic oversight or plan. If I were you, I'd find someone who has both. The strategic 'cognition' and the emotional/EQ skill. That is the sort of person you need or you can find people that work well together and use them both. Very best of luck!EA
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