How to Create a Meaningful Brand
The mission-driven organization creates a meaningful brand and purpose-driven culture of communication when its character (its values in action) aligns with the reasons that motivate people to buy, support, or subscribe.
Any business that wants to build a meaningful must focus on its audience, not brand attributes, as people begin to form a relationship.
People choose brands and companies whose purpose, character, and culture align with their personal values. Understanding and speaking to these values — with one voice — effectively makes your brand more meaningful in the hearts and minds of your followers.
This is especially true for businesses and brands that practice Conscious Capitalism. For your customers and raving fans, buying a product is a means by which a brand makes a difference in the life of a customer and its employees.
Purpose, character, culture, and voice are the key to building trust.
Acknowledging that purpose, character, culture, and voice are the key to building trust ensures the voice of your brand is aligned, the stories told by your business are consistent and true, and you’ve got the customer’s best interests in mind when you speak their language with words they understand.
Through clear messaging, story, marketing, and relational touch points, mission-driven design helps engage your stakeholders in meaningful conversations and memorable experiences. Visual design elements (color, images, typography, and design style) support consistency and create familiarity.
Familiarity creates context, nurtures continuity, and supports a culture of trust.
Imagine a continuum of audience touch points that attract, inform, inspire, and engage your audience, combined with an insightful narrative, concise messaging, and compelling stories that make the case for why your brand is meaningful.
These touch points include your website, publications, electronic communications, printed materials, visual identity framework, and social media.
Your audience becomes familiar with and trusts your brand through consistent and memorable experiences that create WOW! moments.
Design, in all formats and media, makes your stories visible. Design engages people powerfully, from marketing and outreach to relationship building experiences and interactions.
The next impression you make on an individual is only as good as the last impression you made.
Continuity through experience helps you build meaningful relationships, inspire trust, and motivate people to believe in and love your brand.
At the core of your organization, do you have a meaningful values that define your purpose? Ask your customers and supporters — they will tell you if your brand matters, why it matters , and how your brand makes a difference in their life.
The Aespire Brand Clarity Credo guides leaders to align the four dimensions of communication and culture so your organization thrives.
Do you have a hard time explaining what your company does or why your brand matters to people?
If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.
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