Developing a great brand story with Rhubarb Fool Part II
Your brand - your story.
Obviously a great brand story might not encompass all of the various components that will be set out in this piece. But it will have enough of them, presented in a brand specific fashion, to offer the customer a sense that they've found what they're looking for. So consider the following twelve points.
Establish credibility.. Customers need to know that their storyteller is trustworthy. Moreover the story that is going to be told will have to be compatible with the sense of trust that has been established. With power comes responsibility and this applies to the responsibility that is a part of narrative power.
You're in control so don't abuse your power. This is probably the central tenet of story-telling. When you don't believe the story teller, you won't believe the story. Ask the boy who cried "Wolf!" British Airways doesn't want to serve you. It wants to transport you safely from one place to another in tolerable comfort. But with its professionalism and brand story, British Airways succeeds in establishing a sense of guardianship, responsibility and service that is almost unparalleled in its specific sector.
Make your story ring true. Just as you have to be believable, so too does your story. It should conform to, promote and expand your customers' existing structures of belief. This is a structure of belief that applies not only to themselves and others, but also to your brand. Andrex and its little puppies are a great example. Those little puppies not only divert you from the core nature of the product. They also
create a sense of a brand that is nurturing and caring. Just as the brand can nurture and care for all those cute puppies, so too can it nurture and care for all its cute customers (and their cute children).
Suggest prior acquaintance. Your brand story should be something that your customer finds easy to recognise. It has to be explicit enough for its influence to be identifiable,yet flexible enough to adopt different guises. However, familiarity will make it so much easier for potential customers to assimilate, which will greatly facilitate the task of delivering the message that you're trying to deliver.
Read Part III here