…what do you do when your story, your brand story, tastes a bit like stale bread? It’s gotten old, people don’t care about it, and are making their own assumptions and their own version of your brand story instead. So…now what? What can your brand do to redeem itself and bring back some fresh, warm, out of the oven, share-worthy bread?
Start with:
- Understanding why your story went stale in the first place – what was the cause, and when did it happen.
- Understanding what your audience really thinks about your brand – what are the emotions and feelings behind that.
- Understanding if your audience still cares, or still has challenges/problems your brand can help with. And if they’ve changed/evolved – can your brand fit there too?
- Understanding the bigger picture, of where your competition has filled your brand’s void while yours went stale.
Then comes the hard work:
- It’s time to take the story that exists, and start to spin it. You may not want to take it backward, because you want to go forward. What’s your evolved story?
- Bring your consumers on your journey with you. Ask for their opinion, and let them help you.
- Work with those who have cache in your field, to help your brand build it’s own cache back.
- It doesn’t have to be overnight, but your brand will need consistent, regular communication with streamlined content across owned and influential distribution channels to confirm and reconfirm the new story.
Note, It’s okay to be the brand that comes after to learn from others mistakes too, so you don’t make them as well. Bread isn’t made easily. And it sure doesn’t taste great cold or stale. So let it bake, and let it bake some more until you’re ready
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Startups are everywhere. Seriously, everywhere. As a startup founder (and marketer) you need to find ways to distinguish yourself from the masses and show why your brand is the best brand for your customer. There are a few ways you can do this that are awesome and fun at the same time.
Actually Tell a Kick-Ass Story
Your story matters. But a story is just a story until it becomes a piece of your brand, inspires and motivates others, is unforgettable, and gets repeated. Just remember that your customers care about your story but they also care about what your story means for their own happiness.
Brand Examples:
Toms – Demonstrating the ethics and value behind each product and purchase
Bonobos – Live a ninja lifestyle
Share Something Every Day
Share a piece of the brand story and journey every day. Take pictures and videos every day, even when it seems silly. For example: at a co-workers birthday; when a product is being conceptualized, when you’re sketching the new collection; when shoes are being selected for the Fall line, during a strategy session, when you’re cooling off with a couple glasses of wine. Share the journey that makes your brand – your brand. Let your audience be a part of that journey that gets you to the next step. Let them share in your joys and crazy adventures along the way.
Brand Examples:
Sole Society passion and adventure
Zady honesty and love
Check out my last and absolutely vital section on being “personal” and “connecting” with your Instagram audience when reading my full post on Startup Fashion.