What Does Your Brand Need?

Brands are like people.

Brands come in all shapes, sizes, personalities, motives, and move of all, they all have their own story. The strength of any brand is the relationship that brand has with their audience. How people see it, what it means to them, what it stands for, and so on. In more ways than one it boils down to a relationship, and just like any relationship it, it’s ongoing and often needs a little TLC.

It isn’t always easy to know where your brand needs work, or more directly, where you brand could establish or grow a relationship. Finding out how your brand’s story, personality, or motive could be 

better shown, told, or shared can be daunting.

Here’s a few items we here at Werkshop see as the most important areas that brands often struggle with or could always be looking to improve in. If you’re looking to bolster your brand then evaluate these areas first:

  • Brand Story

All brands have a story but not all brands know how to tell it. We don’t just mean how the brand became the brand, we’re talking about what it all means.

Why are we here? What we do? How do we do it? What in the world is this brand and why should we care??

Clear, direct brand stories that encompass the WHY of your brand and make your customer the hero are the key. Your audience needs to quickly understand what you are all about as you guide them into the life changing experience that is discovering and building a relationship with your brand.

We also stress brand storytelling not just because it helps your audience and customers learn, love, and understand your brand, but also because it can do the same for the people who champion your brand everyday: the employees.

 

  • Content

Overall content is king. It’s the way you express the values, story, and products or services behind your brand. We broke things down into two areas inside of content that brands often struggle with:

    • Social: With images, post copy, or video, brands often have trouble coming up with clear, consistent content that rises above the noise on social media. For social we live by the rule that simple is better. If you can whittle down the reason and theme of a post into its simplest form then you can get creative with the way it’s presented and worded. If you don’t know why or what your post is trying to get across then your audience won’t either. Make it simple for them!
    • Messaging: This fits with social a little but it also extends to the messaging aspects that represent your brand in many other areas. From taglines to marketing callouts there is something to be said for the importance of strong messaging. Again, this should coincide with your brand story. Content and messaging should be the descriptors of your complete brand story. They should serve to aide in your audience’s understanding and interpretation of your brand. This means they tell your story in coherent and simple way, turning your customer into the hero, and guiding them along the path to improve their lives with whatever your brand has to offer.
  • Video

While video is content, it’s important enough to get its own section. If you don’t think so, here’s a just a few statistics on online video:

  • 78% of people watch online videos every week, and 55% view online videos every day.
  • By 2020, online videos will make up more than 80% of all consumer internet traffic (85% in the US).
  • YouTube is the second most trafficked site after Google.

If your brand hasn’t been paying attention to video, then now is the time to start. Just like other areas of content video gives you the ability to share your brand story, your personality, your WHY, and your services or products. Video just does it quicker, more effectively, and generally is how your audience wants to consume it.

For example, this can be done in short form pieces about why your brand’s product is the best thing since sliced bread or in long form films about why you love what your brand does or stands for. Be creative, be clear, be fun, be true to your brand.

 

Hopefully this helps identify some areas where your brand can grow and build. There are many more complex items and areas inside of these subjects but this is a good starting place! If you’re lacking in any of these then don’t feel like you’re doing something wrong, just look at them as opportunities to create more relationships with your audience!