When you think of a brand, what comes to mind? A name? A logo? Colors and type?
These elements often get labeled as the brand. And while they are manifestations, this list is missing perhaps the most crucial factor when creating something exceptional.
The importance of the story
Your story is by far the most important brand asset. Before the logo or anything else. Because your story is where the meaning is born. In its telling, it helps those you hope to serve understand why you are the way you are. Hopefully, it also imparts what you believe. What you stand for. And, most importantly, the difference you can make in a life.
Why is story so powerful?
Great brands understand the power of intangibles. They understand that people are drawn to ideas. Especially ideas filled with meaning.
Moreover, when those ideas are related in story form, people are naturally engaged. Because stories don’t just detail information. They draw us in. And make us feel.
Moreover, we as humans like to share stories. So when your brand has a compelling story, there is a higher likelihood that it will be passed along by those you hope to serve. Which triggers one of the most powerful forms of exposure — word of mouth.
