BRANDING IS ALL ABOUT UNIQUENESS. IN THIS AGE OF SAMENESS, DIFFERENCE RULES.
Thomas Gad, 2000
A tagline such as Harcourts; “Known, Trusted, Proven” is in-fact their brand story in one line.
We are story tellers
When asked what we do, we often say in its purest form, branding is about story telling.
People remember stories far easier than facts or details. People connect with stories; whereas they only process information.
If you can tell your brand story in such a way it’s memorable to the consumer, they will often take it away and repeat it.
Telling consumer stories in our fast-paced, and time-constrained, modern world relies heavily on being able to structure information in such a way that even at the briefest glance or the slightest touch the story comes through.
Brand stories can be told in their longest form, like an information memorandum, and then be cut down for various uses such as; brochures, articles, advertising, packaging and business cards, and even taglines.
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