Brand is more than a catchy tagline and a memorable logo; it is the identity of your company. Brand helps you emotionally connect with your customers and with your employees. It represents a fundamental level of trust, value, and credibility. In short, it is a promise that can define your company in the marketplace.
Nike, Apple, Google, Coca-Cola are just a few of some of the most recognized brands globally. The longevity of the success of these brands was by no accident; these companies invested a lot of time and money to protect their brands. One of the most fundamental components of a strong brand is its story. The following 5 brand TED talks discuss the concept of brand, and what you as a leader can do to protect your brand.
Tim Leberecht: 3 Ways to (Usefully) Lose Control of Your Brand
The title alone seems like an oxymoron. Why would anyone willingly lose control of a brand? Tim Leberecht explains that there are always conversations about your brand that you have no control over. And believe it or not, you may learn a few things from these conversations that can strengthen your brand over time.
JJ Abrams: The Mystery Box
Who doesn’t like a good story? Narratives can be powerful for brands and the companies they represent. A strong brand emotionally connects with the consumer. How can your brand tell a powerful story that stands out from the competition? Television and movie writer, J.J. Abrams, debunks the myths behind telling a great story.
Andrew Stanton: The Clues to a Great Story
The success of a brand can’t be measured by isolated events or campaigns; the success of a brand is generally determined by how well the brand exists over time. Your brand must keep its audience engaged. If the narrative dies, so does the brand. Filmmaker Andrew Stanton explains what makes a good story, how to engage the audience, and how you can effectively incorporate emotion in a brand.
Renny Gleeson: 404, The story of a Page Not Found
One of the most frustrating pages for any web user is the “404 error found” page. However, self-proclaimed skeptimist Renny Gleeson argues that there is a lot to learn from this page. In fact, he says this page highlights a branding opportunity that you are probably missing out on.
Chimamanda Adichie: The Danger of a Single Story
Even a good story can damage your brand. If the narrative of your brand causes any misunderstanding or ambiguity, it can have a negative impact on your brand and your company. Author Chimamanda Ngozi Adichie argues that your audience should hear a variety of relevant stories. This process will help guide the audience to forming ideas and positive opinions from the brand itself.
Brand, both consciously and unconsciously, is the very foundation of your company. The emotional connection you make with your consumers is the key to success in the marketplace. Brand begins with a story, and from there, it evolves into a visual identity that will be acknowledged for years to come. However, you must take every precaution to protect your brand’s integrity and longevity. Brand protection begins with a robust quality and safety management program. Learn how RizePoint can protect your brand with our cloud-based brand management solution.