2020 Vision: Ten things to keep in mind as you tell your brand story in 2020.

1. Your brand in 2020 is so much more than a logo or corporate colour palette.
   An organisation’s brand is reflected in the look and feel of its website or retail space as much as it is in its packaging, social media posts, and the attitude and approach of its people.  Examples include Apple and Nespresso, who have created retail outlets perfectly mirroring their brand personalities online. Our work for University Academy 92 - see here - is another great example, a consistent brand experience across every single touch-point, and also the interior design of the academy too. 

2. Your brand needs to develop its personality before it can share its story.
   What does your brand stand for? Is it youthful and vital? It is traditional and established? If it could talk, how would it speak? These are all questions you should ask when developing your brand story. Authenticity is important but so is appealing to your target customers.  Devising a brand personality is an important first step in telling your brand story. That’s something we did recently for Tom & Dick’s, helping them to create a narrative and personality relevant to its potential market.

3. Brand storytelling can build and change perceptions.
   Sometimes it’s important for a brand to change the way it’s perceived. Sometimes it’s necessary to emphasise the characteristics a brand wants to be famous for. Nailing the purpose of brand storytelling activity will sharpen its focus and maximise the potential return on investment. Telling your brand story with purpose is most likely to drive the results you desire.

4. Plot your brand’s storytelling touch points.
   Once you’ve established your brand’s personality and storytelling purpose, it’s important to plot the touch points where it will come into contact with its intended audience. A traditional ‘bricks and mortar’ business might only connect with customers in person and in store; its brand story will be reflected in fit and finish, in stationery and marketing materials. However, most brands today have a website and social media channels too. Presenting a consistent and compelling brand story across on- and offline channels, in person, and via experiential marketing activity, will increase the power of your brand storytelling activity. Auditing your brand’s storytelling touch points will highlight opportunities to repurpose content and messaging across multiple channels.

5. Your potential customers might exist in places you aren’t yet aware of.
   New communication channels are emerging all the time and can offer some of the most exciting possibilities for a brand keen to be seen to break new ground. You need to know whether your potential customers are most likely to be users of TikTok, Facebook or Instagram, then respond accordingly. Even if you don’t target them directly via those channels, it’s helpful to understand the ‘grammar’, look and feel of the content they like to consume.

6. Digital innovation is also making it easier than ever to share the next chapter in your brand story.
   Amazon is among online retailers utilising Augmented Reality to enable customers to see how objects will look in their own homes. As well looking for new channels that reflect your brand, look for the innovations that will strike a chord too.

7. The High Street is changing beyond recognition and that brings both challenges and opportunities.
   Where once there was mainly retail, there is now a growing appetite for leisure, food and beverage, and even residential property. Whatever your offering in a traditional retail space, it now pays to see it as a blank canvas on which to paint your brand’s story. Consumers will respond positively to the brand experiences they cannot get online.

8. Video is an increasingly important part of the marketing mix, but it isn’t the only game in town.
   Other forms of traditional and digital storytelling have their merits. Before investing in any form of storytelling medium, it’s worth spending time understanding what is likely to work best with the audience you want to reach. Truth Creative is an integrated agency that utilises a range of channels to tell its clients’ stories, supporting clients with branding, digital, packaging, motion and public relations.

9. You may want to tell your story quickly on mobile.
   Competition for the attention of mobile users of social media sites is intense. Facebook recently conducted research suggesting that brands are likely to achieve optimum ROI with video advertisements of no longer than six seconds. However, there will be times to indulge yourself. Going big in brand storytelling takes bravery but might deliver the impact you’re looking for. Your budget, brand and business goals are factors in establishing the most appropriate approach. 

10. Tap the enthusiasm of your biggest fans.
    Get your brand storytelling right and you’ll be in a position to tap the enthusiasm of your biggest fans. While influencer marketing has attracted scrutiny due to suggestions of inflated follower numbers and fake accounts, tapping the enthusiasm of your biggest fans can still unearth compelling brand stories.  There are brilliant examples of stories told on behalf of global brands including Red Bull and GoPro, which recently launched a $1m search for a highlight video, but positive results can also be achieved for a much more modest budget once you get your brand story right. 

Whatever your brand story, Truth Creative can support you through the entire brand storytelling process.