CREATE AND DEVELOP THE IDENTITY OF YOUR BRAND, TELL ITS STORY
In a media universe sometimes qualified as “the post-advertising era“, brands must first find the central idea that will serve as the common theme in their communications.
Advertiser call that a concept, journalists an angle, photographers a subject, musicians a melody.
Telling a brand story means giving it a personality, associating it with character traits and qualities (or even defects) that will make it virtuous, attractive, sexy, fun, nice, innovating, prestigious, easy to access, etc.
With the arrival of social networks and online media, the more the brand story is captivating for its public, the more it will be followed, commented on, shared…(“earned media”).
Creating and developing the story of a brand requires more than graphic design skills.
The legend of the Google brand is built not on a logo but on elements of coherent discourse with the company’s strategy and globally followed.
When Ikea tells a “new story” (Ikea couches in the subway, their investments in renewable energy…), the media, blogosphere and social networks retransmits it like crazy.
When Xavier Niels launched his new mobile package for 2 euros, most of the media coverage did not come from promotional campaigns.
Whether your brand is B2C OR B2B, local or international, in vogue or well established, digital BRAND can create and/or develop its identity.