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Focusing on the ‘how’

Focusing on the ‘how’

Brand narrative is the art of telling the story of your business. This concept is not just a set of marketing buzz words; it is a tool that’s particularly important in the digital marketplace today. From social media to internal conversations, to messaging and corporate identity — a single narrative is essential to the enterprise that wants to succeed and must become an inherent part of brand strategy. “If you can’t explain succinctly what it is that you do, then the chances of your stakeholders understanding and knowing what you do will be very unlikely, and you will miss out on opportunities to engage with them,” says Regine le Roux, managing director at Reputation Matters. “This vision needs to be translated into all messages, internally and externally, so that all the stakeholders know where they are heading, especially employees.” The goal of a rich brand narrative is to offer the consumer and other stakeholders an answer to the most important question: “Why do I need this company?” Why should the consumer choose your product or service or solution over any other? And why should your employee be committed to your business? The development of a rich brand narrative that epitomises the business and that is upheld in all its communications, actions and deliverables is a step in the right direction. In July 2014, Aesop, an agency that specialises in brand stories, and market research company OnePoll spoke to over 2000 people in the United Kingdom to find out which brands told the best stories using specific criteria. The results from best to tenth were: Apple, Cadbury, McDonalds, IKEA, Walkers,...