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To succeed in 2020, brands will have to get back to basics, embrace the power of media platforms and avoid getting carried away by short term goals. 

2020 has thrown up a unique set of challenges for brands. Already they were having to contend with rise of digital technology and the shift of customers online and then, like a bull into a China shop, along came Covid 19.  The pandemic has had impacts across the board. It’s put budgets and revenue under pressure, but it has also accelerated the move online. With highstreets deserted, customers have been shopping online more than ever.  To thrive in this ecommerce arena, brands will have to adapt their strategy. It won’t be straightforward but by focusing on three key areas, you can give your brand the best chance possible.

GET BACK TO BASICS 

Establish the emotional connection:

Connect with your prospects before you start selling. Covid 19 has accelerated the shift online. Buying habits are different online compared to bricks and mortar and focus on larger, pack sizes. The challenge here is that these often carry lower profit margins and have a lower frequency of purchase. In other words, it can be tougher to make money from them and you may be tempted to jump-in and start selling. But build the trust through the brand story and experience before you start selling. Your digital assets like website and social media platforms should embody your brand.

Differentiate the experience you provide:

Customers will not be able to touch, feel or test items which creates a real problem when it comes to the big-ticket stuff. Online purchases are fine for small, cheap goods because they do not involve much risk. However, with higher prices come higher risks. Make sure that customers understand what makes you unique. Without the ability to provide physical proof of quality, you need to focus on the customer experience. Critical to this is a more integrated supply chain which incorporates marketing, delivery and after sales services.

Offer Value:

If your marketing team have done their job well, a campaign should generate a spike in demand. However, you need a supply chain which can satisfy that spike to avoid letting your customers down. The point at which customers receive and unbox items is a real moment of truth. Here you’ll either delight or disappoint them and the stakes are high. Having the basic brand visual elements like the logo, the packaging etc right along with a great product ensures the delight. Get these elements right and they will be more likely to become regular customers and enthusiastic brand advocates. Get it wrong and they may spread their disappointment to their friends and family.

PERFORMANCE MARKETING

The rise of ecommerce is seeing websites become media destinations in their own right and the most critical customer touch point. The website should be aligned with how you want your brand to be represented to customers. For this marketing team should understand the essence of what you are and compare it with what customers want. This will help them build a great communication strategy (messaging) for the digital platforms that creates a strong brand positioning in the minds of the customers. Positioning is not something you do but is the result of your customer’s perception of what you do. If you are confused as to how to get this correct the best thing to do is approach an online marketing agency in Dubai who can support you. In China, ecommerce and media are intersecting via live streaming which combines entertainment, retail and influencer marketing in innovative and successful ways. Key to this is continuity and the breaking down of siloes in the marketing process, ensuring that everything works as one.  By building on social media and WhatsApp groups, brands can create a network of loyal repeat customers who may even become passionate brand ambassadors. If successful, this network will do much of your advertising for you without your team having to lift a finger.

DON’T FORGET THE LONG TERM

Performance marketing seems great, but there are issues. Because ecommerce boosts your ability to measure outcomes, there is a temptation to rely excessively on performance marketing which focuses on short term outcomes rather than long term goal. With budgets already under pressure thanks to Covid 19 and the prospect of a major global recession, this short-term approach starts to look even more appealing. Businesses will be focusing on the immediate future with short term goals for a lower initial capital outlay, but this can be short sighted. Data can tell you a lot but it doesn’t even nearly approach the whole story. You need to take a step back and ensure you’re not overlooking the long-term development of your brand. It is especially important that you take the positioning you have created and put it to work. It should be the compass for your organization and every touch point the customer interacts with. Even your front desk and customer service processes should reflect it.

Thriving in 2020 

Success in 2020 will be challenging. The landscape has transformed dramatically in the space of a few months. Customers are moving online, and their habits and expectations are changing as a result. Brands will need to be agile, integrated, and imaginative to deliver the seamless omnichannel experience their customers want and expect.

As Covid-19 spread across the globe, businesses were forced to close their doors and adapt. With this has come a need to identify B2B digital strategies that will help businesses to continue some form of operation. Businesses want to remain functional and so, digital platforms have become the next solution.  So, this has meant that businesses have had to develop new digital marketing strategies to survive. These strategies are designed to help your business thrive under new and unprecedented circumstances.

It’s Time To Enhance Your Online Presence

Prior to the pandemic, you might have utilised different channels or opportunities to connect with clients but now you are going to have to focus on your online presence. Your website and social media channels are now paramount when it comes to reaching your audience. It might be time to streamline your website, enhance its functionalities and enhance your online brand presence. Before the pandemic, you might have relied on physical premises to meet clients but now this will have to be achieved online. Therefore,  your website and social media channels will need to be well-designed, ensuring your audience can find exactly what they’re looking for. The quality of your content is going to need to be enhanced while the design of your website is going to need to be simplified, especially if you are going to be adding more information or products to your website. The content, images and information will need to be valuable, clear and meaningful. What’s more, you’ll need to ensure that your website is responsive and mobile-friendly ensuring prospective clients can find exactly what they are looking for. You might also benefit from implementing chatbots or adding links to social media handles. All of this encourages communication and that provides your business with the ability to provide a personal service.

Focus On The Customer Experience

Customers are going to be receiving a new experience now that business operations have changed but you still need to ensure they keep returning. It’s vital that your marketing strategies place a clear focus on delivering a valuable service as this will continue to build trust that will remain in place way beyond the pandemic. Consider digital-first business operations by ensuring consumers can do business with you digitally. Whether that’s holding meetings, offering deliveries, providing order tracking and integrating e-commerce for online transactions, this is about ensuring your consumers can continue to use your service. Communicate with your clients clearly and honestly. If there is a shortage of staff or supply then tell them via every channel. You’ll be able to reply to queries via social media and ensure them that you are going above and beyond to fulfil their requirements. Your clients are also going to be uncertain but transparency will go a long way. Your business can stand out by providing honest information and ensuring clients remain informed.

Improve Media and Channel Performance

Did you know that digital marketing, according to Google, influences almost 70% of B2B buyers? Therefore, if there was ever a time to go digital, then now is the time. This doesn’t mean that you’re going to need to increase your digital spend budget. What it does mean is that you’ll need to consider which channels are going to be more effective under the current circumstances. You’ve got Facebook, Google, Tik Tok, Twitter and Instagram, all of which are significant content providers and so, social advertising is going to be especially important. Undertake a review of all of your media strategies and make changes where required. With the right analysis and understanding of consumer behaviour, you’ll have the ability to ensure you are occupying the same space as them online.

Consider Your Web Activity And Fine-Tune Offers

As more people have had to move online to do the things they need to do, it might be a smart move to gain an idea of your own activity online. This will provide an insight into how your customers and prospects have been behaving. It’s more important than ever to ensure that you CTA’s are more effective and apparent than before as well as any offers you might have. You might notice a drop in web activity which means that you might want to work quickly to implement conversion rate optimisation. This will give you a short term plan and an understanding of your long term performance across all digital platforms.

Use The Time To Optimise Content

Content is crucial but you should not create content for the sake of content. However, with a change in the way that you are running your business, this could be the ideal time to enhance your content, ensuring you have something that is valuable to your client. This could include useful guides, newsletters, blog posts, case studies and even step-by-step guides. If your content strategy is well-devised then it will enhance lead generation and brand awareness. This can be achieved through social media content, blog posts and even videos. Consumers are looking for information and you need to make sure you provide it because you’re going to need to make sure they choose your business over others.  It’s also the perfect time to nurture leads because if a potential client is still unsure, you might want to provide them with newsletters, special offers and even case studies. Whatever you choose, ensuring you offer them value will increase the chances of them converting.

Instil Confidence In Prospective And Current Clients

Everyone is nervous about the current situation. Uncertainty has left people struggling to make decisions but this is the ideal time to inform people of how you are operating. This level of transparency will go a long way and will ensure they know what you are doing to ensure their safety. Whether you have a store that is still open or you are operating solely online, give them every reason to trust you. Use social media channels and your website to provide information on how you are implementing safety measures with deliveries, the handling of items and how you plan to continue offering the first-class service that they are used to. This can be communicated efficiently using the relevant channels. Digital marketing is crucial to any business looking to survive the current pandemic. It’s about building a robust online presence, optimising content and improving the way in which clients access your products or services. Deliver a superior customer experience by utilising the correct digital marketing strategies and your business is highly likely to survive the pandemic.

In today’s highly competitive business landscape, companies are constantly seeking innovative ways to stand out from the crowd and capture the attention of their target audience. One powerful strategy that has gained significant popularity is cross branding. This article explores the concept of cross branding, its benefits, successful examples, implementation steps, challenges, and tips for a successful campaign.

Moonbox, a premier Branding agency in Dubai, specializes in providing a wide range of services to cater to diverse branding needs.

Introduction to Cross Branding

In an increasingly interconnected world, cross branding has emerged as a strategic approach to leverage the strengths of multiple brands in order to create mutually beneficial partnerships. It involves two or more companies coming together to collaborate on marketing initiatives and share resources, aiming to achieve common objectives and tap into new markets.

Definition and Explanation of Cross Branding

Cross branding is the practice of combining the identities, values, and marketing efforts of two or more brands to create a unique and compelling offering. By aligning themselves with complementary brands, companies can enhance their market presence, engage a broader audience, and reinforce their brand image.

Benefits of Cross Branding

Increased brand exposure

Collaborating with another brand allows for greater visibility and exposure to a wider audience. By leveraging the partner brand’s reach and customer base, companies can expand their market presence and attract new customers who may not have been previously aware of their offerings.

Expanded customer base

Cross branding opens doors to new customer segments that may have been difficult to reach independently. Through strategic collaborations, companies can tap into the existing customer base of their partner brand and build relationships with potential customers who have a demonstrated interest in related products or services.

Enhanced brand perception

Aligning with a well-established and reputable brand can positively impact the perception of a company. By association, the partner brand’s positive attributes and reputation can rub off on the collaborating brand, elevating its image and credibility in the eyes of consumers.

Examples of Successful Cross Branding Campaigns

1. Nike and Apple partnership: The Nike+ Apple Watch collaboration brought together two iconic brands, leveraging their shared focus on fitness and technology. This cross-branding effort resulted in the development of innovative wearable technology, seamless integration with fitness apps, and a mutually beneficial marketing campaign.
2. Coca-Cola and McDonald’s collaboration: These two global giants joined forces to create exclusive co-branded cups, collectible toys, and promotional offers. The cross-branding initiative not only boosted sales for both companies but also enhanced the overall customer experience by providing unique incentives.
3. GoPro and Red Bull joint marketing efforts: GoPro cameras became synonymous with extreme sports and adventure, while Red Bull positioned itself as a leading sponsor of adrenaline-fueled events. The collaboration between these brands allowed for the creation of captivating content and thrilling experiences, which resonated with their shared target audience.

Factors to Consider for Effective Cross Branding

To ensure the success of a cross branding campaign, several factors should be carefully considered:

Target audience alignment

The partner brands should have a similar target audience to maximize the effectiveness of the collaboration. By understanding the overlapping interests and preferences of their respective customers, companies can tailor their marketing efforts to resonate with this shared audience.

Brand compatibility

It is crucial to select partner brands that have complementary products, services, or brand values. The collaboration should make sense from a consumer’s perspective and provide added value that neither brand could achieve alone.

Shared values and goals

Successful cross branding requires a strong alignment of values and goals between partner brands. When both companies share a similar vision and mission, it becomes easier to develop a cohesive marketing strategy and maintain a consistent brand message throughout the collaboration.

Creative synergy

The partner brands should have the potential to generate creative synergy, allowing for the development of unique and compelling marketing campaigns. By leveraging each brand’s strengths and expertise, companies can create a collaborative narrative that captivates the audience and differentiates them from competitors.

Steps to Implement a Cross Branding Strategy

Implementing a cross branding strategy involves a series of steps:

1. Research and identify potential partners: Thoroughly research brands that share similar target audiences, values, and goals. Evaluate their market position, reputation, and previous collaborations to identify potential partners that align with your brand.
2. Define the scope and objectives of the collaboration: Clearly articulate the purpose of the cross branding initiative, the desired outcomes, and the metrics to measure success. This step ensures that both brands have a clear understanding of the shared objectives and can align their efforts accordingly.
3. Develop a mutually beneficial partnership agreement: Establish a formal agreement that outlines the roles and responsibilities of each brand, the terms of the collaboration, and the expected benefits. Address potential challenges, legal considerations, and dispute resolution mechanisms to ensure a smooth partnership.
4. Plan and execute joint marketing activities: Collaborate on designing and implementing marketing campaigns that leverage the strengths of both brands. Develop creative content, promotional materials, and digital marketing strategies to engage the target audience effectively.
5. Evaluate and measure the success of the campaign: Regularly monitor and analyze the performance of the cross branding campaign. Assess the impact on brand awareness, customer engagement, sales, and other relevant metrics. Use these insights to refine future collaborations and optimize the return on investment.

Challenges and Risks in Cross Branding

While cross branding can be highly rewarding, it also comes with challenges and risks that should be taken into consideration:

Brand dilution

If not carefully managed, cross branding can dilute the individual brand identities, resulting in confusion among consumers. It is essential to strike a balance that maintains each brand’s distinctiveness while effectively communicating the collaborative offering.

Misalignment of brand values

Partnering with a brand that does not share the same values or ethics can damage a company’s reputation. It is crucial to thoroughly assess the partner’s brand image, conduct due diligence, and ensure compatibility in terms of values, ethical standards, and corporate social responsibility.

Legal and contractual issues

Cross branding initiatives involve legal considerations, intellectual property rights, and contractual obligations. It is important to consult legal experts and establish clear agreements to protect the interests of all parties involved.

Read more on Does your Business Needs Branding?

Tips for a Successful Cross Branding Campaign

To maximize the potential of a cross branding campaign, consider the following tips:

1. Thoroughly research potential partners: Conduct comprehensive research to identify brands that align with your target audience, values, and goals. Look for brands that have a positive reputation and a track record of successful collaborations.
2. Ensure brand compatibility and alignment: Choose partner brands that have complementary products or services and share similar values and target audiences. This ensures a natural fit and increases the chances of a successful collaboration.
3. Create a compelling narrative for the collaboration: Develop a story or concept that resonates with the target audience and effectively communicates the unique value proposition of the cross branding initiative. Craft a compelling narrative that captures attention and generates excitement.
4. Leverage digital platforms and social media: Utilize digital marketing channels, social media platforms, and influencer collaborations to amplify the reach and impact of the cross branding campaign. Engage with the audience through creative content, interactive campaigns, and user-generated content.
5. Monitor and analyze the campaign’s performance: Continuously track and measure the campaign’s performance using relevant metrics. Analyze the data to identify areas of improvement, optimize the marketing strategy, and refine future cross branding initiatives.

Conclusion

Cross branding offers a powerful strategy for companies to expand their reach, enhance brand perception, and tap into new markets. By collaborating with complementary brands, businesses can leverage shared resources, increase brand exposure, and create compelling marketing campaigns. However, a successful cross branding campaign requires careful planning, brand compatibility, and a deep understanding of the target audience. By following the outlined steps, considering the challenges, and implementing the tips provided, companies can unlock the full potential of cross branding and drive their businesses to new heights.

FAQs

1. How can cross branding benefit my business? Cross branding can benefit your business by increasing brand exposure, expanding your customer base, and enhancing brand perception through strategic collaborations.

2. What factors should I consider when selecting a cross branding partner? When selecting a cross branding partner, consider target audience alignment, brand compatibility, shared values and goals, and creative synergy.

3. What are the risks involved in cross branding? The risks in cross branding include brand dilution, misalignment of brand values, and legal and contractual issues that need to be carefully managed and addressed.

4. How can I measure the success of a cross branding campaign? You can measure the success of a cross branding campaign by tracking metrics such as brand awareness, customer engagement, sales, and other relevant performance indicators.

5. What are some examples of successful cross branding campaigns? Examples of successful cross branding campaigns include the partnership between Nike and Apple, the collaboration between Coca-Cola and McDonald’s, and the joint marketing efforts of GoPro and Red Bull.

At the time of writing, coronavirus, more correctly known as Covid-19, is present in 71 countries across the globe. The World Health Organisation is reluctant to call the spread of Covid-19 a pandemic, after backlash following the SARS outbreak in 2009. However, as many experts point out, it is now entering the realms that most would agree was of ‘pandemic proportions’. While of course the biggest immediate concern is minimising the health impact on populations around the world, we also need to be aware that the global spread of disease, in this way, has the potential to massively impact brands. Indeed, already it has been predicted by the Organisation for Economic Cooperation and Development (OECD) that the global economy will grow at its lowest rate since 2009, following the financial crisis. They estimate that a “more intensive” outbreak could halve global economic growth. We are also already seeing notable financial impacts on all businesses because of the coronavirus, simply because of the impact on the financial markets across the world. However, many country-specific financial bodies are already explaining how they will mitigate the impact. The problem may really come down to individual brands, specifically within different sectors.

Why does a global pandemic impact brands

Let’s take a look at early indicators in the airline industry; an industry obviously impacted by the shut down on travel, as well as decreased demand, as the virus spreads. The International Air Transportation Association (IATA) says that the airline industry could lose $29 billion. There are already rumblings that the cruise industry will take a hard hit, after being labelled as a “floating petri dish”, with the spread of coronavirus amongst the Diamond Princess population. The cruise industry as a whole will likely need to rebrand itself going forwards. In such situations, there is an inevitability that all tourism and travel brands are likely to feel the impact of coronavirus for a long time to come. However, it’s fair to say that not all brands will be affected equally. Therefore, what’s of importance to brands now, is how to ensure that their business is the one of the ones which survives, and ultimately thrives.

How to ensure my brand survives coronavirus

As the Harvard Business Review explains, the steps you need to take as a brand to survive the coronavirus is good practice anyway. There will always be external and global influences around the corner which you need to be prepared for. In the short term of a crisis, such as now with Covid-19, it is vital to keep fully aware of what is going on and take a flexible approach to managing it. It is this flexibility which should help your business to weather the storm. Add to this the ability to communicate well. If your employees and your customers or clients can see that you are calm and in control, and are a source of stability in a time of global fear, then their loyalty to your brand will continue well into the future. Remember that everyone is being bombarded with mixed information. If your brand is the calm in the storm, conveying true and accurate information, then you position yourself as reputable and trustworthy. It is vital to take steps to protect your business. By restricting travel and utilising remote working as much as possible, you should be able to keep your workforce safe and functional. In supply chain businesses, you will need to ensure that you have various alternative options. Build resilience into how your business acts, working out how you will cut costs as you need to.

For now and for the future

For now you need to weather the storm, coming out on top. This requires your branding to be strong and dependable. You cannot evoke panic or give the impression that coronavirus has got the better of you. Going forwards, your branding approach will depend on how you have survived coronavirus. If you’ve become a port in the storm, then you’ll need to build quickly on your brand strategy so that you can capitalise on your success. However, if coronavirus hits your business or your industry hard, then recovery may well involve strategic rebranding. This will enable your brand to move forwards into the future, putting coronavirus behind you. We’re here to help your brand navigate its way through the current global upheaval.

The construction industry is immensely competitive. Dubai is famed the world over for its growth, realised most obviously, in the overwhelming amount of construction we see. The only way to stand out from the crowd, and win the business you want, is to have a brand which represents what customers are looking for, while also being memorable. That’s a tall order. However, here we look at the main branding trends in the construction industry, so that you can learn from the experts.

1. Consistency

In such a competitive marketplace, which has boomed in recent decades, your strength can be in your consistency. This doesn’t mean that you can’t have a rebrand when you need to, but that your brand should convey consistency in all you do. Construction projects are, by their very nature, costly. Prospective customers need to know that you are in it for the long haul. It’s the bedrock of trust. Therefore, as we demonstrated with our work with AAA Construction Equipment, showcase your longevity if it applies to your business.

2. Think about your brand story

Humans are naturally drawn to the power of a story. It can be immensely impactful as part of your branding. Therefore, pick out the elements of your brand’s story that make your business unique, and a cut above the rest. An excellent example is the striking use of aerial photography that we have incorporated in the Effeco business website. Straight away, the audience sees something that tells a story, in a memorable and concrete way.

3. Remember who your audience is

All too often, businesses blindly go in to a branding exercise based on overall trends, not industry-specific patterns. This is a mistake. The single biggest thing you can do to help your brand, is to remember exactly who your audience is, and work to appeal to them. For example, those in the construction industry need to consider their client base, and who they are trying to attract. Your brand needs to convey trust, but also a no-nonsense, expert and knowledgeable character. This also applies to how you convey your branding. You need to meet your audience where they are. This will apply to your use of social media platforms, for example. Do some research to uncover where your audience is.

4. Remember your employees

A particularly big challenge, for those in the construction industry, is to channel their brand, consistently, through their employees. Once you’re working on a project, it is your employees who are now your ‘brand on the ground’. It is them with the power to ensure that your brand comes across positively or negatively. Therefore, always consider how employees reflect your brand, from the clothing they wear, to the paperwork they use. Your goal is to ensure that each time they interact with the customer; they are part of the branding experience.

5. Look to the future

In 2020 and beyond, a key branding trend in the construction industry is evolving for the future. With upheavals in the wider landscape of construction, it is even more important that your brand reflects an authentic and trustworthy business. You also need to ensure that your brand stays relevant for your customer as their needs develop and shift over time. Your ability to learn from your customers and change, according to their expectations, can be the difference between growth and stagnation. Particularly, we are seeing this with the importance of construction brands becoming more responsive – with their traffic increasingly coming from mobile devices.

6. Personalisation

Personalisation is a huge trend in branding across all industries in 2020. Customers are increasingly expecting a more personalised experience. This can actually be immensely tricky in the construction industry. However, this doesn’t mean you can shy away from the challenge. There are a number of ways you can make it work. Consider the voice of your brand. For those in the construction industry, it is easy for this to sound impersonal and ‘corporate’. Instead, try to put a more human voice to your brand, especially in all written communications such as via your website or social media channels.

7.     Have a conscience, and show it

In construction, a key trend is demonstrating that you care about the environment and the ethics of your construction processes. This is an opportunity to make your brand a step apart from the competition. By showing customers, through your branding, that they are making a sustainable and ethical choice, you capture their loyalty and commitment to you.

Design is utterly enmeshed with advertising. Indeed, when we think of marketing endeavours it’s often elements of design, such as a logo or a brand’s colours. It’s this pivotal role of design which makes creative agencies as popular as they are. We know creativity is vital, so we call on the experts. But in recent years, we’re more likely to stumble upon a digital agency than one which dubs itself ‘creative’. It makes sense in terms of language. With the booming of our online world, it’s digital marketing which has taken over. However, this can leave you wondering if it really matters whether you choose, or search for, a creative agency or a digital agency. How do you make sure you get the services you really need?

Definitions: creative agencies vs. digital agencies

Creative agencies concentrate their efforts on design. They’ll use external partners, such as printers or online marketing consultants, to actually make their work reality. Their ultimate goal is to convey a brand through design. Hence we associate them with awesome logos and branding documentation. The clue is in the name: it is creative wizardry which is the focus. A digital agency, on the other hand, goes beyond creative design alone. They certainly incorporate it, and often at a level to rival a leading creative agency, but it’s not all they do. They are predominantly concerned with how that design plays out digitally, interacting with other digital elements. So they won’t just offer services such as logo design, but they’ll also do the things a creative agency would use an external partner for in the digital realm. For example, they will do things such as website design, SEO, social media marketing and more.

So digital agencies do more?

In a nutshell, yes. The scope of expertise is broader with digital agencies, although you won’t generally find them taking charge of hard-copy print jobs. What’s more, you can usually think of them as a more of a strategic partner – they tend to look at the bigger picture. It’s arguable that this is both necessary and important in the current world. We are all increasingly moving our focus to our online activities, including having a cohesive and strategized approach. After all, our customers and clients are online, so we understand that’s where we need to be too. The average adult spends 5.9 hours online every day. We consume 5 billion YouTube videos each day. Google processes over 40,000 searches per second every day. 87% of UK retail purchases are made online. It’s no surprise therefore, that businesses are turning to digital agencies for help with their online marketing strategies and practices.

Do I need a creative agency or a digital agency?

There are good reasons not to abandon the ethos of a creative agency altogether. Design is important. But it’s digital design which matters. Therefore, even when choosing a digital agency you need to make sure you choose one which has design right at the forefront. Your brand is intertwined with incredible design. If you want your digital marketing efforts to work, then you need to have some creative minds behind your brand. This way your visual content will entice and engage. From this position, the digital marketing efforts flow more smoothly. Indeed, Adobe points out that companies which put creativity in a prime position benefit from a 1.5 times greater market share than those which don’t.

An agency which works for you

Perhaps even more important than a generic dictionary definition, what really matters is choosing a top creative agency in Dubai which will work for you. Leading creative agencies also offer bespoke digital services which are tailored to exactly what you need. This can make them the most cost-effective choice, as well as being more likely to add value overall. Branding By 8 is a creatively driven website design and digital agency. We believe we bring our clients the best of both worlds.

A brand story is used to evoke an emotional reaction. By doing this, you engage the audience and get them emotionally invested in your brand. However, what many overlook is how integral design is to the brand story; the two elements must go hand in hand. It is this combination which enables creative agencies to build a powerful brand story.

The basics of a brand story

Brand stories needn’t be complex. You’re not writing a novel or illustrating one. But they do need to be meaningful. As humans we are drawn to story-telling. This means that, with the right story, your audience become your champions – retelling your story for you. Another way to think of it is that the brand story is understanding, words, imagery and emotion behind your brand’s design. It links everything together for your audience. If you succeed in getting both an excellent brand story and excellent design together, then they become even greater than the sum of the parts – this is what a creative agency will aim for.

How to tell a brand story

Start with the basics of who you are as a brand. Pick out a few elements to work with. Perhaps you are luxury, user-friendly, informal, community focused, or something else. Think about the roots of the business. Why did it start and why did it develop in the direction it did? Remember that passion because passion is rocket fuel for a good story. Think about what you value as a brand. Why are you different from your competitors? What is the character of your industry? Who are your audience? Remain true to your target audience and think about what motivates them.

The importance of your competitors

A creative agency that succeeds in building a powerful brand story won’t do it in a vacuum. They understand that your business needs to find its own unique place within your wider industry. The brand story is the driving force of this and therefore cannot be created without taking a look at your competitors. Your story needs to be defined and different from others and it needs to appeal on an emotional level where they fail. A creative agency will therefore do competitor-analysis as they begin to formulate your story.

Different elements of a brand story

Don’t make the mistake of thinking that your brand story is simply a chunk of text under the title ‘Our Story’ on your website. It is so much more than this. Indeed, a well built and comprehensive story encompasses everything from fonts to your logo, and graphics to tone of voice. These become the channels through which your story really engages your audience. A simple but clever example of this would be for a business which creates handmade products. If you can include handwritten text in the logo, then the message of your story is far more than just words on the page. Add imagery of the making process on the site and this goes even further. You can think of this in terms of the look and feel of everything you do. This aids your story. So this will include things such as colours and photos on your website through to packaging or brochure design.

The power of the designer

You are in possession of the facts about your brand. You know your audience. You know your history, values and objectives. An excellent creative agency is how these different threads can be pulled together, through design, to create a cohesive and emotive story. Indeed, brand storytelling is simply words on a page without creative design. It is the creative design which makes your story stand out from the crowd and gets your audience 100% invested in your business. Building a brand story is not an accidental process. Instead it is a conscious and directed process which requires knowledge of the business, the audience, the industry and marketing. Get it right by employing a creative agency and your business will be ahead of the game.