+ THE 3 COMPONENTS OF A BRAND +

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THE STORY + THE SYMBOLS + THE STRATEGY 

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-Great Brands Tell A Story-
As with ADIDAS, the Apple Watch, or Amazon, great brands tell a story about how the product or service can help the audience/client/customer realize their best potential.

That story is the foundation of your brand for everyone with whom you interact.

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-Great Brands Convince Visually with Symbols-
Most people think of branding as merely logos or typography but the truth is, brands are the story embedded in people’s minds when they think of your business or product. So that begs the question, what exactly are the logos and typography?

If a brand is a story then the logos and typography (and color palette, imagery, etc.) are the language used to tell that story.

 

-Great Brands Communicate Strategically-
It used to be that there were a limited number of channels that businesses could utilize to tell their story. You were either on TV, in print or on a banner/billboard to advertise your brand. Typically it was a matter of random luck if your message was seen by the target audience.

Laura Busche in her book Lean Branding says that great brands are more like chameleons than dinosaurs.

A chameleon knows how to adapt to its ever-changing surroundings while dinosaurs end up extinct.

Like a chameleon, a brand is a consumers idea of their best possible self, which is always changing. 

Brands need to adapt to those changes to ensure the story stays fresh and continues to resonate with the consumer.  

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