The authors of this chapter :
Morgane Kirmann
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Want your brand to resonate with people? It needs an authentic, transparent story. It's up to you! Find that key that activates your targets' empathy. The passion and vision behind your brand can create that magical emotional bond.
Today, it's essential to align your values with those of your brand. If you don't, it's time to get started. The values and mission of the founders must be in line with the project. This gives meaning and strengthens the brand's credibility. By the way, have you ever asked yourself why you do what you do?
Why does your brand exist? How does it work? What does it offer? Start with the "why" - it's the heart of your story. Defining these aspects helps you set up a coherent and attractive narrative. And you know what, it's an incredibly stimulating exercise that will help you really understand what you want to say to the world.
The why raises the question of origins, of history. To set the scene, you need to know your historical context, be anchored in the present of course, and have a vision of the future. It sounds grandiloquent, but it's what gives your story substance. It allows you to move beyond the instantaneous, the fashionable. Your brand isn't a flash in the pan; it's made to last, and that starts with a solid foundation.
In short, your brand is like a good novel. It needs interesting characters (you and your colleagues), a compelling plot (your why/how/what), and a narrative that moves through time. You are the author of this story. What do you want to say, and how do you want people to remember it? It's up to you!
A brand's identity must be unique and reflect its culture. This helps you stand out in a competitive market. This is the moment when you have to take the risk of asserting your convictions and assuming that you won't please everyone.
To do this, you need to define the fundamentals: MVB (minimum viable branding)
MVB is the basic level of branding that needs to be established before pursuing broader marketing efforts. It comprises four key elements, often drawn from a warrior's vocabulary.
Tone is the voice of the brand, and it must be consistent across all channels. It needs to be formalized. It can be professional, friendly, humorous, etc., depending on the brand's identity.
Visual identity, from logo to typography and images, encompasses all these points. It must be coherent and reflect the essence of the brand.
A brand then needs to master its playground and focus on channels in order to understand where and how it wants to communicate. Choosing the right channels helps to effectively target the audience and save resources. An in-depth study of its market and a solid commercial strategy guide the brand in the way it expresses and positions itself.
It's essential to understand which channels work for your brand and focus on them, rather than spreading yourself too thinly over too many platforms. You have to make choices, master the strategic channels and give up the others.
It's then important to work on an editorial line that guides content and ensures that everything is aligned with the brand's tone, channels and community expectations.
Defining your territory of expression allows you to get to know your targets and ambassadors and involve them, thus creating deeper relationships and fostering their commitment.
Beyond the final targets, think community! (customer + partners + service provider...). The community isn't just made up of customers. Partners, suppliers and other players can contribute to the brand's growth.
Establishing links with the players in your ecosystem from the outset means you can build solid relationships with all players in the ecosystem from the outset, and ensure smoother development.
Focus on quality, and create a real match with your first customers, partners and service providers. Quality must always be at the heart of brand strategy. Finding the right match with early customers and partners can set a brand on the path to long-term success.
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