01/10/2013
Brand as a story
Before creating a new website companies should understand the importance of having a strong brand. The brand tells the story of a company and the story should therefore be reflected in the website.
Everyone has a story to tell. But what makes a good brand story?
Great stories are relevant, compelling, emotive and authentic – allowing individuals and organizations to connect others. Fiction or non-fiction, they start with ideas, come to life through people and acquire meaning when shared.
Every story is distinct, every person unique, but there are some universal principles that shine through every story, and from which we can all learn as we write our own stories:
1. Know thyself. What’s your core, your passion, your reason for being? Young or old, all great brands and individuals stand for something – it’s the starting point for every story.
2. Dream. Stories are where dreams can become realities. Be brave, audacious, take risks.
3. Be authentic. Share a consistent, pure vision – write your next (or your first) chapter, not a new book every time.
4. Trust – your instincts, each other. Trust engenders belief, the basis on which all stories live or die.
5. Engage, entertain, excite. Emotion is at the heart of every story, in every age, in every context – on the printed page, in the visual media, and online. Today, digital is opening up a whole new era of opportunity, putting the power to create emotive content and share it widely in everyone’s hands. Use it smartly, and wisely.
As the world becomes at once more complex and more connected, stories have incredible power to educate, unite and inspire. By following these evergreen principles, and leveraging the tools of the digital age, the future of storytelling can be even richer and more compelling than it’s past.
Angela Ahrendts.
