Is your brand story doing your business justice?
Stories are how we connect with one another. Why did social media become the powerhouse it is today? Because people crave the emotional and powerful connection that comes through storytelling. The best brand stories are irresistible, compelling and provocative in a way that your target audience is going to hear, seamlessly and effortlessly. Telling that kind of brand story will position you and your company as a leader within your respective marketplace.
What makes a unique brand story?
The most memorable brand stories tell the unexpected, speak directly to the heart or dare you to live life to the fullest. Take Nike, for example. Its brand story challenges people to be empowered, to adopt a maverick spirit in life and just do it. That story inspires, continues to be popular and provocative, and consistently strikes an emotional chord with Nike’s fans and customers around the globe. Smart brands tell stories – stories that have spirit, substance and meaning. Strong brands create emotions that connect people – and make them want to come back for more. At this very moment your brand is connecting and speaking to your market. Are you comfortable with the story it’s telling?
Building desirability through storytelling
Those in the real estate sector mustn’t ignore the need to nurture a brand message that is memorable, genuine and above all, trustworthy. Some buyers of property seek discerning style, others seek affordability, while others are looking for that piece of the real estate dream that will mean security and safety for their family – for life. It is without doubt that each buyer encompasses his or her own unique reason for purchasing. But one necessity remains congruent across all purchasers – trust. The buyer must unequivocally believe in and trust the company they are purchasing from.
How to distinguish your brand message
Today’s most successful developers have staked their claim in a competitive market by delivering meaningful brand messages that resonate with potential buyers – from the dream of home-ownership and the freedom it implies, to the lure of wealth-building property investment built on the solid foundations of a quality product and a developer worthy of their trust. For developers establishing their name in the industry, there are countless means to establish and promote your brand. But at the heart of it all is your brand message, which must be congruent and consistent, across every facet of what you say and do – and the end product that you deliver. When you begin to think about the components that make up your brand as a leadership decision, rather than a design decision, you’re heading in the right direction for ongoing success.