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Creating a Brand Story

Lesson 18 from: Brand Strategy and Design for Small Businesses

Haylee Powers

Creating a Brand Story

Lesson 18 from: Brand Strategy and Design for Small Businesses

Haylee Powers

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Lesson Info

18. Creating a Brand Story

Lesson Info

Creating a Brand Story

creating a brand story in this lesson, you will start to develop your brand story as you now know, there are many different ways to create a brand story. The three we broke down in the last lesson, we're concept manifesto and narrative, it is up to you to decide which format you want to take for your story. Just make sure you're always being compelling in this class. I will give you some guidelines as to how to create your brand story. Your story can start in all different ways. Usually a brand story is sparked by a deep and meaningful encounter outlook on life. I know a woman who worked in a dental service that helps low income families received dental care because she heard of a young boy who lost his life to a simple tooth infection that could have been treated easily. Her story was sparked by the fact that low income families often have trouble getting dental services. She knew then that her mission would be to help these people get the service they need. What we're looking for in ...

a story is a compelling value. You want to share something that awakens your customers emotions. If we are aware, we see how powerful a brand story can be, remember when we talked about emotion and the subconscious mind and decision making the brand story can help your customer and client resonate with your brand good brands know this, they know story sells and that is why they are on top your brand story should be genuine and remember it's okay and even sometimes beneficial to talk about your failings and your journey, your customers will gain trust by hearing you talk about your failures as well as your successes, just like scott from charity water. So what do you think your brand story is? Why do you do what you do? Maybe you were tired of being an accountant and took a leap of faith to create a new photography business after you've traveled the world. Maybe you have decided to be with your Children more because you felt that that would be the best way to spend your time. What do you believe in? Deeply? Do you believe that people should have access to clean drinking water? Do you believe like me that restaurants and fine dining offer more than food? Who did you create this business for? Sara blakely from Spanx created an undergarment that wasn't on the market. She basically created her brand for people just like herself. Women that wanted to be smoothed out under the dress pants and wanted a different type of undergarment. How about the dental service that caters to low income families? It's important to recognize who you are creating your brand for while you're making this brand story. I want you guys to take some time to fill out that brand story worksheet and get started on creating your powerful narrative

Class Materials

Bonus Materials with Purchase

Checklist
Researching Your Target Audience
Creating the Audience Persona 1
Creating the Audience Persona 2
Brand Matrix Creation
Creating the USP
Testing the USP
Creating a Brand Story
Turning Brand Strategy into Design