It's important for marketers and web project managers to understand what a brand narrative is. A brand narrative needs to be part of all content, communications and campaigns. This article provides a very high-level overview of some key elements within a holistic brand strategy.
Key elements of a holistic brand strategy
- Brand promise. The most important aspect that an enterprise promises to deliver to customers. This promise needs to be woven into every touchpoint: website, app, process and communications. You must reinforce and live up to your brand promise.
- Brand positioning. Who is your target customer? Define your customer personas: their location, needs, desires, etc. How will a customer benefit from engaging with your brand.
- Personality. Helping to connect your brand to customers is the brand personality. Giving a brand a voice, look, feel and attitude will allow customers to form an impression of the brand quickly. The brand's personality must be consistent across touchpoints (websites, apps, etc). The brand personality needs to relate to the personas of your brand's target customers.
- Story-telling. Your brand has a story to tell. The history of a brand is a big part of it's story. The products/services your brand creates are part of it's story. So are the people in the enterprise. Your brand needs to tell it's story.
- Brand artifacts. A number of components make up the brand's identity online. Things like: logo, colors, tag lines, imagery, content, websites, apps, tools, signature styles, etc. are all key elements in the visual identity of a brand. Sure, some brands have a characteristic smell (think Subway). Design quality plays a large role in this area of branding.
- Brand visibility. Your brand needs to have visibility in the appropriate markets, venues and locations. These locations can be entirely online (which would be part of the brand story if so).
- Brand trust. Managing the reputation of a brand is a core tenant of branding. This could include customer service, policies, awards, causes supported, etc. A brand is much more than a logo. Trust is a huge, intangible factor. Trust, however, has a big effect on a business and it's success.