Storytelling has the power to transform the way you communicate. It allows your audiences to engage with your brand, your services and your products. And it creates deeper connections that reinforce trust, gain loyalty and drive growth across all areas of your business. But how do you bring your brand stories to life so the world listens?
The answer: by following the 7 chapters of story-driven design.
“Storytelling is the most powerful way to put ideas into the world today.” Robert McKee
1. Redefine your brand positioning
Telling your story begins with understanding your brand. And by that, we mean determining and reaffirming how your brand is perceived in the mind of your audiences. Your brand positioning should describe how your brand is different and the strategy you will use to set your business apart from the rest.
2. Define your What?, How? and Why?
Your brand positioning strategy is grounded in a clear understanding of What you do, How you do it, and Why you do what you do. More than positioning statements, these core principles should become the foundation of your brand.
3. Discover your brand DNA
Just as every company has its own background story, every brand has its own DNA. It’s the essence of your identity as a business and describes the unique and valuable role you play in the world. From benefits and personality to USP and brand essence, your DNA is the set of core concepts that are at the heart of your brand. Use them to inspire and shape your story across all your communications.
4. Create your value proposition
Your value proposition is the core of your competitive advantage. It’s a promise of value to be delivered. And the main reason a prospect should buy from you—and not from your competitor. It should describe the benefits you’re offering, to whom and why.
5. Develop your key messaging
Whether you’re writing an ad or an animation, a blog or a brochure, your content needs to be on-message and on-brand. And that means communicating messages clearly and consistently and speaking to your audiences—with confidence.
6. Design your creative theme and visual style
Just as your tone of voice is expressed in your writing, your brand voice needs to shine through your design. From colour palettes and corporate fonts to inspiring imagery and iconography, every communication must reflect and enhance your unique image and value.
7. Create, implement and manage your unique and memorable brand identity
Your brand identity is more than a look and feel. As the foundation of your brand, it contains the strategy and ideas that guide your words and actions. Embodying your brand in your communications will maximise brand effectiveness and help you create a recognisable image that reinforces your brand promise.
Ready for your next chapter?
Telling powerful and engaging stories that hold audience’s attention can catapult a brand to even greater success. And, at R&CO., that’s what we do for our clients every day.
The best brand stories are timeless—always evolving to stay relevant. So, no matter where you are on your journey, story-driven design will ensure your brand stays fresh, stands out and grows to be the talking point—for all the right reasons.
Download the ‘7-chapters of story-driven design’ infographic—and let’s discuss bringing your next chapter to life, today.
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