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THE CHAR CO. BLOG

March 13, 2017

A BRAND STORY ANALYSIS

Today we are excited to share a brand analysis! For those of you who might have missed it, we were collecting submissions of brands and then chose one brand out of them all for a free brand analysis. We are so grateful to everyone that volunteered their brand! As the hardworking people behind your business, you are involved in the the daily details of business day-in and day-out. It is easy to overlook how others perceive your businesses, from the outside looking in. For this brand analysis, we chose Sweetest Day Events . It is really a pleasure for us to be bringing an outside perspective to this brand. It's clear she offers a great service! 

A brand story is equivalent to the experience that a brand is delivering across every touch point. This includes website, social media platforms, brand imagery, storefront, customer service, promotional material and so much more. Your brand story is simply the interactions that people have with your brand - at any level - big or small and each is used to build trust and relationships with potential customers.

Today we are looking specifically at digital touch points. We know that a brand story is much bigger than an online presence, but a lot of times it is the first impression people have of our brand, making it incredibly important if we want to grow our customer base and build our businesses.

In order to have a compelling and effective brand story, we need to make sure that it is clear, connects with the right audience, and is consistent across all touch points. These are the three characteristics we used to analyze Sweetest Day Events' digital presence.

Let's jump right in!

1. CLEAR

We want to make sure that our audience knows exactly what we do and how we can help them in the first five seconds that they encounter our brand. Sweetest Day Events is doing a great job at this by having a short description of her business on the home page of her website.

To add clarity, Sweetest Day Events could add a brief and compelling description at the top of her website. Something that catches our immediate attention and lets us know how she is going to help us.

2. CONNECT

Brand stories that connect turn into businesses that win. As consumers, we make decisions with our hearts and want to connect with the brands that we are buying from. By observing her Instagram, it is obvious that Sweetest Day Events connects well with her audience and that her clients love working with her.

She could bring a little more of that connection to her website by:

     1. Adding a call to action. Placing a ‘Work With Me’ button towards that top of the site helps visitors know what their next step is and encourages them to reach out. The call to action should be easy to find and invite your audience to interact with your brand on a deeper level.

     2. Include testimonials. We want to see how others felt about their Sweetest Day Events experience. Knowing that others had a great experience builds trust and gets the audience excited about what it would look like to work with Sweetest Day Events.

    3. Add in a photo of the owner or the team. It connects our audience to the person behind the brand, building trust and relationship with them.

3. CONSISTENT

Sweetest Day Events probably offers a personal, joyful and quality experience and we want to make sure that her audience knows this before they even meet her. The same experience customers have when they use our products or book our services is the same experience they should have whenever they interact with any of our brand’s touch points.

Sweetest Day Events could communicate her brand’s experience by adding in compelling imagery and copy throughout her site. This will give her audience an example of what it is like to work with her and encourage them to reach out and book her services.

So, a great brand story is clear, connects, and is consistent. These three characteristics define a brand story that works - building trust and relationships with our audience.

Thanks again to Sweetest Day Events for volunteering her brand. She is doing a great job with her digital presence and we are so excited to see how her business will grow and succeed.

We would love to do this again, so comment below with your business name and we will keep it on file to count as your submission the next time we do a brand analysis giveaway! If you are interested in building your custom brand story, reach out and say hello! We never mind curious emails and would love to hear from you.

  1. Stefani Lefler

    March 13th, 2017 at 11:15 am

    Awesome tips! All of these small changes will really get her message across. I love this idea, I hope you do more in the future!

  2. Char

    March 13th, 2017 at 11:26 am

    Thanks Stefani! Even small, simple changes can make such a powerful impact on a brand! We are thinking about doing it more in the future because we got so many great submissions this last time – it was hard to choose!

  3. Irene A

    March 16th, 2017 at 10:32 am

    Great brand analysis video. The suggestion to add “Work with Me” to the menu has especially provided me great food for thought. Thanks!

  4. Char

    March 22nd, 2017 at 10:07 am

    We love that menu option – it is such a great way for potential clients to easily know how to collaborate with you! So glad this was good food for thought for you :)

  5. Peter

    March 19th, 2017 at 11:45 am

    Great video and tips!

    Could you say a few words about what a brand story is (please don’t link me to another page…;-)?

  6. Char

    March 22nd, 2017 at 10:10 am

    Thanks!

    A brand story is the DNA of the brand. It is the internal infrastructure that remains true as time passes. Branding can, and does, bring short-term benefits but the true value is long-term and cumulative. It is an ongoing effort that requires continued focus to shape and deliver the experience over time. A brand story is all the ways, tactics, and forms the world experiences a brand. These brand touchpoints are many and vary from brand to brand. However, the results of a powerful brand story are consistent from one brand to another. A brand story earns trust, devotion, and loyal customers. It is connecting and communicating to your target market in a way that they welcome, connect with, and respond to. A compelling brand story will turn the target audience into followers > customers > loyal fans > ultimately our tribe that tells our story for us. An effective brand story drives profit, is the only way to create a sustainable business, and will give you the means to play an active role in designing, facilitating and monitoring experiences.

  7. Mette

    March 19th, 2017 at 12:03 pm

    Yeah! yes to what Peter asked about – I would like to know as well;-)

    I know your write about brand story elsewhere and in your own package but I find it kind of hard to ‘get’ – what is a brand story?

  8. Char

    March 22nd, 2017 at 10:11 am

    Thanks for your interest in this, Mette!

    A brand story is the DNA of the brand. It is the internal infrastructure that remains true as time passes. Branding can, and does, bring short-term benefits but the true value is long-term and cumulative. It is an ongoing effort that requires continued focus to shape and deliver the experience over time. A brand story is all the ways, tactics, and forms the world experiences a brand. These brand touchpoints are many and vary from brand to brand. However, the results of a powerful brand story are consistent from one brand to another. A brand story earns trust, devotion, and loyal customers. It is connecting and communicating to your target market in a way that they welcome, connect with, and respond to. A compelling brand story will turn the target audience into followers > customers > loyal fans > ultimately our tribe that tells our story for us. An effective brand story drives profit, is the only way to create a sustainable business, and will give you the means to play an active role in designing, facilitating and monitoring experiences.

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