Brand value is the quality that you want your product consumers to connect with in their perception of your brand. It is what your brand means to them.
That is, your consumers’ positive perception.
A brand is a composite of values which constitute customers’ perception.
The value proposition of the Toyota brand is ‘Good Thinking, Good Product’, meaning that a lot of research is invested into making their product durable.
Businesses are invariably about profit and vision. To actualize these, there must be some form of strategy to campaign for the brand. Perhaps the best way to predict the future is to create it. Thus, the best way to have a great brand is to create it by way of a positive narrative around it.
The Nokia Example
Nokia started as a paper mill company (book production, to enable communication between people through writing). Then they diversified into doing rubber works like manufacturing tyres and footwear for movement from one point to another.
Afterwards, they go into cables and electronics production for ‘linking’ people. Then, they diversified their portfolio again into linking the world through the production of durable mobile telephones.
Nokia has successfully built a corporate brand story of ‘Connecting People’ by associating ‘connecting’ and ‘strong technology’ with its evolving story.
Creating Brand Value and Vision with an Impactful Story
Your brand and business exist to make an impact and a difference.
In telling your brand story, whether through your brand proposition, advertisement or social media campaigns, the common thread is that the story should captivate and engage your audience.
In order to do this effectively, you need to note the following points:
- Authenticity is the key to telling great stories. Relate real-life experiences. Be real.
- Capture and emphasize the emotional qualities of your campaign that can be conveyed through your customer’s experience and impact on them. Adopt the use of human impact analysis.
- In promoting your brand, use real images of the people you are showcasing (with their consent) to create a positive impact.
- Provide context. Don’t assume your audience knows your story. Add enough background to build your story. For example, narrate how a business loan fintech solution for budding entrepreneurs was provided by your brand to address the plight of struggling start-ups and how such businesses can grow in phases with the aid of the innovation. This would make a good story.
- Strike a proper balance between saying only what you have to say and saying enough within a short space. Say only what is relevant. Brevity and concision are important.
- Play with rhythm of words for effect.
- Determine and set your communication goals and objectives. Make sure you are clear at the outset of the campaign and on the desired outcome, as this will inform what your call-to-action is.
We live in a world whereby disruptive technologies, rapid structural changes and economic turbulence are impacting the global economy by accelerating the rise of complexity. Complexity turns out to be a major force businesses must consider when developing and executing marketing strategies. It affects businesses in managing challenges, remaining relevant and opening new opportunities. By telling your brand story in an impactful way, you will increase your chances of successfully promoting and increasing growth and profitability against the tide of complexities.