There have never been more ways to get your brand in front of the eyes of your customers, yet still, many founders fail to maximise their potential when it comes to bringing their brand’s true essence to life across all these different channels.
In a lot of cases, this is because one of the common misconceptions is that high-quality visual content and top-notch branding are enough to cut through the noise. So when a founder first gets started, their brand development efforts only go as far as developing a branding guides that directs their packaging, logos, font and brand colors. They fall short of setting out a playbook that guides the crucial intricacies of how their heart of their brand's story will translate to content and digital channels.
Getting lost for words
Typically how this guideline gap plays out is that these brands struggle with evergreen social media content ideas, commonly running out of things to talk about across their channels, in between key new product launches and when influencer campaigns or UGC content delivery is delayed. But on the flip side, if they had a well-thought-out story expression strategy in place, there would always be a framework to help teams create content themes with ongoing relevance and longevity every single day.
The problem with traditional brand guidelines
Traditional brand guidelines tend to focus primarily on visual aspects of the brand, but visual guidelines alone are not enough in 2024 to build an iconic brand.
While maintaining a cohesive visual identity remains crucial, it's no longer sufficient on its own. To build a truly memorable brand that resonates deeply with audiences, you need to expand your approach. Enter the Story Expression Strategy Guide.
A Story Expression Strategy Guide is a comprehensive blueprint that helps your brand articulate and share its unique narrative across its brand touch points. Unlike traditional brand guidelines, it outlines how to weave your brand’s unique story into every piece of content, creating a powerful emotional connection with your audience.
What sets a story expression strategy apart
This approach goes beyond the traditional content strategies of “Entertain, Educate, Inspire, Sell.” Instead, it focuses on how your brand can use its narrative to build a community around its values. By strategically leveraging your brand positioning strategy and story across various mediums, you help customers not just recognize but fall in love with your brand. It’s about showing what makes your brand one-of-a-kind and why it matters in the lives of your customers.
At the heart of a Story Expression Strategy is the goal of building an engaged community. This strategy provides the tools to strengthen customer relationships through shared values and stories, fostering a sense of belonging and loyalty.
By adopting a Story Expression Strategy Guide, you'll go beyond mere aesthetics to create a lasting impact, ensuring that your brand not only stands out visually but also resonates more deeply on an emotional level.
How to step up your evergreen content game
Brands without a powerful evergreen content strategy first need to fix the problem at it's root, by developing a brand story using best-practice frameworks, that gives your team the foundation to take things to the next level.
Let's break down the elements that make your brand's core narrative captivating and unique.
- Identify Your Why: Every brand should know its purpose beyond profit. This 'why' becomes the core of your brand's narrative.
- Know Your Customers: Immerse yourself in the environment of your customers. Why is your brand a beacon in their daily lives?
- Brand Trust: What makes people believe in your brand? Show them why they can trust you.
- The Difference You Make: It's not the product; it's the experience. How do you redefine your customer's world? It's not just about utility but the emotion you evoke.
The secret, is to then to use your extended brand story as the framework for developing an irresistible Story Expression Strategy.
If you have that gnawing feeling that your team needs help with this and a Story Expression Strategy has sparked your interest, I'd love to help you fill the gaps in your brand guidelines. You're welcome to connect, by booking a time here, when you're ready.
Author: Effie Asafu-Adjaye
Effie Asafu-Adjaye is the Founder of Beautiful Sparks. Beautiful Sparks helps beauty and fashion businesses get more fanatics in love with their brands, by refining their brand strategy, messaging, branding, content storytelling, and community-building strategy. Read more about Effie here. Linkedin.
