The term "brand" is often tossed around, yet it remains one of the most ambiguous concepts in business. To some, a brand is a logo, a color scheme, or a catchy slogan. For others, it encapsulates the entire customer experience, from the first point of contact to long-term loyalty. This divergence in understanding highlights a fundamental truth: a brand means something different to everyone. It can be as tangible as a product's packaging or as intangible as the emotions it evokes. This multifaceted nature of branding underscores its complexity and the necessity for businesses to clearly define and communicate their unique identity in a way that resonates with their audience.
To put it more simply, we define brand as your personality. It could be your own personal brand or a company brand. It is how you choose to portray yourself/your company to the external world—both customers and industry—and encompasses all externally focused assets and activities. How you “play” in the industry with partners, organizations, and financial partners is as important as how you work with customers.
But having a great personality (or brand) is not enough. It is all about the power of perseverance and how it pays off. After decades of experience working with start-ups, growth companies, and C-suite executives, we have found that companies and people who rise to leadership positions are consistent and programmatic in communicating their brand stories.
As entrepreneurs, we're all familiar with hustle. However, another key ingredient to success that often gets underplayed is perseverance. Perseverance is the secret behind great brand stories.
Building a brand story, whether personal or corporate, takes time.
It's not a one-off press release or a viral social media moment. It's months and sometimes years of consistently creating valuable content, establishing yourself as a thought leader, and demonstrating your expertise across all appropriate channels.
Think about it: how many industry leaders did you follow from the beginning of their rise? You most likely discovered them after they'd already put in the groundwork, consistently showcasing their knowledge and building trust with their audience.
About Brand Stories
A compelling brand story is not a singular narrative but a rich tapestry woven from multiple themes and diverse content formats. It's a dynamic ecosystem where various elements intertwine to create a holistic brand experience.
A brand story incorporates diverse storytelling techniques, from written content and visuals to audio and video, each contributing a unique layer to the overall narrative. These elements can explore different facets of the brand's identity, values, and customer experiences, creating a multidimensional and engaging story that resonates with audiences on multiple levels.
The Rule of Seven
The Rule of Seven states that customers need to see a brand at least seven times before making a purchase. Originating in the 1930s, it emphasizes brand visibility and the importance of multiple touchpoints. While not a strict formula, it highlights the correlation between brand exposure and memorability, ultimately leading to trust and credibility. This principle remains relevant in today's information-overloaded world, where standing out requires creating multiple memorable brand experiences.
The Psychology Behind the Rule of Seven
Harvard University-based cognitive psychologist George Miller conducted extensive research on human information processing capacity, and his findings support the rule of seven. His findings suggest that people can effectively process about seven pieces of information at a time. This explains why short, frequent brand interactions are more likely to be remembered than overwhelming information. The rule of seven leverages this principle by encouraging consistent, bite-sized brand exposure to enhance recall and build familiarity.
This is why social media is so powerful in today's digital world. It enables you to tell your brand story over and over again in bite-sized chunks to build familiarity.
The Cornerstone of Strong Brands
Consistent and programmatic communication is the cornerstone of a strong brand identity. Businesses can create a cohesive brand image that resonates with the target audience by delivering a unified message across all touchpoints. This consistency reinforces brand values, personality, and positioning, making the brand more recognizable and memorable. Customers who encounter a consistent brand experience develop trust and loyalty, leading to increased brand recognition and preference.
Programmatic communication ensures that brand messaging is delivered strategically and efficiently. By automating and optimizing communication channels, businesses can reach their target audience with the right message at the right time. This precision enhances brand impact and maximizes the return on investment. A well-executed programmatic approach enables brands to build a strong presence in the marketplace, cultivate customer relationships, and ultimately drive business growth.
Perseverance Pays Off
The good news? Perseverance pays off. When you consistently communicate your brand story, you build momentum. People start recognizing you, trusting your insights, and seeing you as a go-to resource in your field.
So, the next time you feel discouraged by the slow and steady climb, remember that perseverance is the secret weapon that separates the also-rans from the industry leaders. Keep putting out great content, engage with your audience, and tell your brand story. The momentum will follow.
