Within every brand story are its core benefits, beliefs and values. The story begins with these, they’re its foundation, at the heart of the matter and they represent the core of why a brand exists. The reason developing that story is critical in developing a brand that people want to engage with and which they will come to love is all about the things that make us human. Truly loved brands are those that go beyond doing and making stuff to doing stuff that matters to people and making them feel good about having that brand in their lives.
When you first start thinking about your brand’s values, beliefs and ideals, it can be daunting and confusing. It’s not something that’s going to bring any benefit if done superficially, you have to go deep. Going deep and getting real about why it is you do your thing and why it’s important people know about your thing and the message you’re bringing to the world is sometimes confronting for people. It feels hard to think about something that deeply, but stick with it. Take the time and the effort and keep at it until you start some momentum because once you get some flow, once you start hitting on the things that really matter to you, it gets much easier and you know you’re getting there.
The reason it starts to feel much easier is because you’re starting to touch on core values and ideals that resonate and reflect your own values and ideals. Your business doesn’t have to have the same core values as you do personally, but they will and should resonate with and reflect your own. When you start to feel that, you’re onto something you genuinely care about and the reason this is important to distill is because these are the things that other people will resonate with and care about. It’s that human connection and reflection of values that’s at the heart of every really outstanding and truly loved brand.
The reason you have to take the time and energy into drawing out your brand ideals is of course because it’s the thing that people connect and identify with, but that won’t be possible unless you’re able to communicate those values and ideals in a way that people understand and resonate with. It’s no good to create a heart-drenched mission with your values and ideals meticulously set out if no one knows about it. That’s why you have to turn that mission into a story and that story becomes your map, your guide, your beacon and your message in every single thing you do. Your brand story is what wraps up your brand values and ideals and gives them to your customers and clients in a way that connects with and reflects their values and ideals.
Your brand story, therefore, is not for everyone. Not everyone will understand, connect with and resonate with that story and that’s ok because it’s not about pleasing the masses. What it is about is being crystal clear, stoically true and utterly committed to the ideals that underpin the very existence of your brand, your business. That’s the human thing about business and the only thing that makes business real; human relationships. Being authentic and solid in who you are doesn’t attract or please everyone; not everyone will like it and in fact, many won’t like it at all. But what it can do is initiate the potential for deep connection, engagement, loyalty and trust based on shared values.
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