How To Make Brand Stories Stand The Test Of Time?

Herman Miller is one of the most respected companies in the United States. In 1923, it was just a small furniture enterprise in Michigan. The company is committed to topics such as sustainability, ergonomics, and collaboration in modern office space, so that it is not only famous for its well-designed chairs. Herman Miller did not become a household name overnight; it focused on building a strong brand that consumers and businesses both liked and trusted.

This is the whole heart. Investment 。 It is also the quality that your company needs to live longer than most businesses. The average life expectancy of S & P 500 companies is only 15 years, 50 years shorter than the last century, and it was in the last century that the Internet began to become ubiquitous. Building a strong brand, not just a name, takes time and energy. For most brands that want to capture the attention of netizens, time is against them.

Content can be a way to build trust, credibility and reputation. These three points are the key factors to create a sustainable brand. Facebook content strategist Jonathan Coleman (Jonathan Coleman) wrote: "we may all agree that high quality content helps to build high-quality brands, which live longer than one day, one activity or one season. Truly excellent content -- and behind it to promote its core value -- is the foundation for a brand to stand for more than a century.

If you are in the stage of brand building, you might as well regard the content as the present and the future. Strong brand One way.

　　 Building brand reflection

Building a brand is about public perception. It needs to find a way to tell a story that is easy to remember, to stimulate emotional reactions, or even to leave an image in the mind. Think about Coca-Cola. Do you feel happy? Think about Nike. Do you want to go up a lap? Although you may have your own "programmed" feeling, all these reactions highlight the brand's influence on us.

Through content, you can put these reflections in the minds of your customers. Give them a voice that can arouse memories. personality Or an image. With the purpose of creating content, you will find that your brand is beginning to take shape. You should do the following things:

Define your customer base. The question is brief and sweet: what kind of people do you want to reach and what kind of content resonates among them? What values are they concerned about? With these questions, create a story for your brand. How did it come into being and how it developed and what characters were included?

Consistent. This is the strength of content - to make a brand image consistent. Use content to enhance your brand commitment, let consumers know what you have done, and make them comfortable with buying your product. Displaying your brand expertise through thought leadership works is also a way to build trust. Signature works can show your personality, humor and resourcefulness. This is the result of a web article or a press release.

Perseverance. According to a Edelman adjustment, 64% of consumers need to hear the same message from a company three to five times before they can believe what it means. Content must be a constant thing in your strategy; it must be constantly transmitted on the basis of your brand, and strengthen the information conveyed by the brand, so as to ensure that your brand is deeply printed in the mind of the public.

Litmus, which has mail marketing tests and tracking network applications, is a company that builds its own brand by providing readable and valuable informational content on all devices. From its "access difficulty" information image to its monthly mail market share video series, Litmus has proved that it helps you. Audience Better and more consistent and continuous information can create a brand that can withstand any test.

Be restrained. Content is a vague term. Brand can be very creative in content. Always remember that content is eternal. When we founded the Influence&Co. company, we lobbied to potential customers that they should only hire companies that adopt the "performance based charging" mode. However, this creates a problem: finally, we reward the customers who create consistent and high-quality content with invoices. No matter what results we have achieved for our customers, there is always a negative hint about our service, because the above rewards remind you of the payment.

In the end, we changed the monthly payment method and added services and products to provide value. Two years ago, however, I wrote an article to publicize the "performance based charging" mode, and now potential customers will mention it. Previously written blog posts, or even a low-quality webinar, might be able to poke a hole that can not be filled on the foundation you are trying to build. Be sure to actively ensure content and yours. Core value Consistent.

Brand is what consumers think of when you see your name, logo or product. At the beginning, there will be various assumptions and uncertainties to prevent potential customers from collaborate with you. It takes time, but with attractive stories and strong value backing, you can create a brand that will last longer than any competitor.