Your Brand is a Story, NOT a Logo.
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We’re creative leaders, business owners and forward thinkers; but mostly, we’re human.
As human beings, we want to be able to see with our eyes, touch with our hands, and hear with our ears. It’s only natural that we want to take what is abstract and make it tangible. A common casualty of this need is branding. We want fit branding in a box. So you hear that a brand is your logo, or the colors your print, or the font you use. But your brand is something so much more. Your brand is your story, and yours alone.
Today, we want to discuss three essential items that make up your Brand Story:
1. Your Brand Roots from Your Vision
Author Joel Baker once said, “Action without vision is merely passing time.” What your Brand says and does will always root from your vision. Who are you trying to reach? What do you want to accomplish? Why do you matter? These types of questions lead you to vision. And a clear vision will be a road map to creating a consistent message that will move the people you wish to touch.
2. Your Brand is How Others Feel About You
Your brand is built by every interaction you have with the outside world. This is your opportunity to craft how you want to interact with your customer, how you want to communicate your vision, and the emotions you want them to have after your interaction. At the end of the day some of this is out of your control. Take a look at some of the innovators and culture changers today and see how crafted their interactions are.
3. Your Brand is Authentic to You
In a talk at the 2014 Cannes film festival, film maker Casey Neistat speaks of this generation’s ability to weed out and ignore inauthentic content. He jokingly calls it the “BS Detector.” As much as you want to create and craft your brand, for the most part your brand has been decided. Its you; it’s your voice, your creativity, and your authenticity. Do not try to create something that your are not. It will only fall on deaf ears. Being authentic will allow you to communicate easier to new faces and have a long lasting impact with those you touch.
Your brand is your Story. Your brand is you. Now go share it.