It’s A Party, Bring Your Brand Along

1. It’s A Party, Bring Your Brand Along ! Hurry up, you got an invitation and you need to show up with your brand. So, what will you take along? How will you introduce it? Do you have a story to share about your brand? But you’d like everyone to remember your brand the moment they get introduced to it, no? That’s the point of it all. It is necessary to have a story of your brand that helps in brand identification and let your brand play the protagonist in it. Just having a logo and copy won’t do the talking on behalf of your brand. The market (the party you want to enjoy in) would be more interested in knowing why did you come up with that logo? Or rather why did you come up with this brand with all its specific set of things? So, make sure you have a story to make them fall in love with. A brand identity is what your consumer perceive your brand as, therefore, it is essential to give them the exact feed of story that reflects the brand personality that you wanted others to perceive about your brand. Some things are to be assured of while creating a brand story: Who’s listening? Know who your market (Target Audience) is, and be assured of whom to tell the story and who’ll listen? Three points mentioned above – Know your market? Whom to tell the story? Who’ll listen to the story?

2. It is important to know that where your product has to be placed, what should be the universe of it. And then make sure you tell the story loud and clear to that universe. The ones who have the appetite for the same story will pay ears to your story. Therefore, choosing the right audience for your brand is must at first. Brand Archetype Brand archetype is a genre that you assign to your brand, based upon the common parlance of human relationships, understandings, personality type. A brand could be innocent, regular guy, nurturer, hero, creator, explorer, rebel, lover, magician, ruler, jester, sage. These are the broad categories in which all brands submerge, choose what archetype your brand has and attach it to your brand story. The whole communication process then has to be around that same brand archetype; you can’t treat a hero brand as a rebel or vice versa. Act on it After deciding brand archetype and your audience, play on the factors. Now that you’ve decided what type of story your brand has and who should be made listen to it, go ahead with it. But, wait… Do you know what tone to use while telling the story? There are 4 basic emotions that a human experiences without much appeal; Anger, Happiness, Sadness, Shock/Fear. Choose what suits best to your brand and what would be preferable to your target audience. These all factors will influence the color scheme, the font type, font size, layout and other content of your brand. Let it all under a same tone of act. Other Guests at the party Know who all are present there already in the market you are about to enter in, or you are already in. Research on their achievements and failures, and know what caused them. Learn from the mistakes of others, and positivity from success stories of others. Understand what they have been doing and where it made them reach? And then decide your steps accordingly. Make sure that the steps you take; resonate with your brand identity and does all justice to your brand story; it’s market and its competition. Unidirectional thought There are various factors that make a brand, a brand. Know who all signed up to make it reach there and then come accordance in a common thought as to what should your brand story be? Ask for everybody’s

3. opinion on brand, and the reason behind them saying so. Do make sure that at the end of the day the thought of departments working on brand is same as the story you’ll keep selling around.