Here at Thin Air Web & Software, we believe telling a cohesive brand story is the best way to increase business and retain customers. You might ask, what kind of story are we talking about? Isn’t that just a buzzword?
Here are the pillars of what a good brand story looks like and what a broken story might be.
The look and feel are consistent on all mediums.
Example of a broken look and feel: You updated your website to be more visually appealing (YAY!) but you haven’t updated old ads you’re running (social media, print) or the listings you’re a part of (Yelp, Trip Advisor, etc).
The customer experience is easy.
Example of a broken experience: You entice customers with a mobile social media ad. But when they clicked to your website and the page failed to load because your website isn’t mobile-friendly.
The conversation is engaging.
Example of a broken conversation: You talk to your consistent customers like you just met them or you talk to your new customers like you know everything about them. How unsettling!
If you’re starting to get the picture, your next question might be, where do I even start?!
Provide a “we are” statement summarizing your story with a purpose.
Good example: We are a local gym that strives to create a healthy community. Our main focus is to provide premium exercise opportunities for the surrounding counties.
Brand guidelines give you a cohesive look and feel across all media.
Good example: We use Helvetica as our font on all branding, our logo can’t be tilted or displayed in black and white, and our main color pallet is soft neutrals. We use action-oriented symbols.
The tone of voice is consistent but the conversation changes depending on who you’re talking to.
Good example: We always use a friendly happy voice. When we talk to new customers we educate first. When we talk to repeat customers we talk about new products first.
Tangible deliverables that come out of that cohesive brand story:
- Website design/copy
- SEO search words
- Social content marketing
- Display creative
- Phrases used by your sales representatives
- Radio/podcast ads
- Print ads
- Out of home creative (billboard, walls, van wraps etc)
- Store signs
If you aren’t sure if your brand tells your story correctly, call us to see what we can do to help! 970-243-5459