May 9, 2008

Conveying Your Brand's Story

In our last issue of Work, we touched upon the power of incorporating storytelling into your print advertising. For this issue, we thought we’d expand upon this idea with a brief history lesson. Now pay attention class… Tapping into your brand’s history and weaving it into your marketing message is an effective way to separate yourself from the competition and build connections. Check out ‘What’s your story?’ for more details.

As always, we give ourselves a little pat on the back in our shameless self-promo section and fill your calendar with fun festivities in our Get Out and Stay Out feature.

Cheers,

MDG Team

What’s your story?


Everyone loves a good story. Campfire stories, bedtime classics, tall tales, barroom yarns, urban legends, whatever the case may be, we’re all drawn to a good story. Stories are sustainable, relatable, individual and emotional. We pass them down through generations and passionately share them with family and friends.

In this age of information overload, it’s the story that resonates most with consumers. Think about it, we’ll forget the facts from a meeting or lecture but remember the intricate details of a compelling story. At the heart of every great brand, whether it’s laundry detergent, mutual funds, a celebrity or chocolates, there is a story built around a central character.

Take for example the story behind the brand of culinary icon, Paula Deen. Today, Paula is a world-renowned chef, best-selling author and TV personality whose road to success was paved with more than a few bumps.

After a divorce, Paula found herself unable to provide for her two sons and started making brown bag lunches for the locals as a way to make ends meet. A great southern cook, her enterprise was soon successful, leading to the opening of her own restaurant. The restaurant’s success led to a string of best-selling books, TV series, and countless guest appearances. Her inspiring story has built brand loyalty with millions of fans worldwide who admire her determination, perseverance and ingenuity.

So what’s your brands story? While it’s vital to have a good product, or service at a competitive price, consumers want to buy into the story behind the brand. They want to become part of its history. We’re not talking fairytales, just true stories that compel consumers to connect with your brand.

Begin the process by auditing your collateral to review how the brand talks about itself. Then begin speaking with key personnel, stakeholders, long-term employees, founding partners and customers to fill in the blanks.

Key QUESTions:

    What is the heart of your brand’s story?
    How did your brand come into existence?
    What is the vision behind the company?
    What was the original inspiration behind the brand?
    What is the philosophy/mission?
    What made your brand thrive when others failed?
    What is your brand essence?
    What is your distinction?


Once you get the details down, it’s your job to bring the story to life through internal and external channels. First, you need to convey the story in a consistent and relevant manner to your most valuable brand ambassadors, your constituents. Then begin incorporating it into your external messaging including advertising, digital media, POP, collateral and customer service.

Finally, you will need to continually monitor the story to ensure its consistency and relevancy.



Get Out and Stay Out


MDG staff can help keep the good times rolling with some fun events both near and far!

Paws for a Cause, 2008 Pet walk
When: May 17, 2008
Where: Billings, MT
www.petwalk.info

Boston Roller Derby Dames Championship Bout - The Wicked Pissahs vs. Commonnaughties
When: June 14, 2008
Where: Shriner’s Auditorium, Wilmington, MA
www.bostonderbydames.com

2008 Mermaid Parade
When: June 21, 2008
Where: Coney Island, New York
www.coneyisland.com

Iowa State Fair
When: August 7-17, 2008
Where: Des Moines, Iowa
http://www.iowastatefair.org/

Shameless Self-Promotion








MDG is featured in the Best of Business Card Design 8 by Rockport Publishers. Winners were selected from twenty five countries on how effectively the card communicates the organizations core competencies, information accessibility, and innovation and practicality


For more information check out:

Best of Business Card Design 8



Culture Club




Here are our picks of what to read/watch this month.


Reading: Private Lives of the Impressionists by Sue Roe



Viewing: El Greco to Velazquez

Art during the Reign of Philip III

Museum of Fine Arts, Boston



Watching: U2 in 3D