Memorable Brand Identity For Creative Business | Twelve & Twenty Eight

The best method to craft a timeless, memorable brand identity for a creative business is by telling a story. As we all know, a brand identity is not just what we see (the visual elements) but an essential part of a brand’s identity is emotional. How a brand makes the audience feel is what ultimately matters. Storytelling is a great skill at the disposal of a creative entrepreneur.

If the intangible tool is used correctly, it has the power to grab the attention of the audience and pull them into it. It hooks them in, the very first time they came across it and then there was no turning back because they will always remember it. This skill is an underdog and is incredibly important.

A well told story - be it the story of a movie OR your brand identity, has the power to attract a dream audience. You too can use storytelling skills to attract and convert your audience into dream customers! Here’s how you can take the first steps:

Your creative brand exists for a reason. It’s time to define that “why” because this is where your brand story begins. Answer questions like: What is the change you want to bring about with your brand?, What are you pursuing with your brand + what problem are you trying to solve?

Every great story has a hero around which the story revolves. Who is that hero in your brand story? In simpler terms, who are you serving with your why? Once you have your hero defined, it’s time to focus the limelight on the hero.

Okay, so you have your pre-requisites: your why and the hero. Next, we are moving into the meatier part which is the actual storytelling! This is where you communicate your why to the hero using the right words. Words that will emotionally attract the hero and make him engage with your brand. So learn to speak your hero’s language and communicate your why and your message through all the touch-points of your brand’s identity: website, blogs, social media, customer service, podcast, live events, webinars, etc. One great way to find the right words is to observe and find commonalities, each time you have a conversation with your “hero-like” audience. From such instances, pull out words, phrases and keywords that your audience commonly uses and weave these directly into your storytelling.

Last but not least, consistently infuse this story into your day to day communications so that you become persistent in the art of storytelling and it becomes second nature. With time and practice, words will flow naturally and you will see your audience authentically connect with your creative brand and the even amazing story behind it!