Refining Your Brand Identity through Storytelling
Let’s talk about the intersection of small brands and collaboration – in particular, how smaller brands are in a unique position to use collaboration and partnerships to tell a story. In our last two blogs, we discussed how over the past year smaller brands have had a unique opportunity to grow their business and how brands within niche markets have found success through collaboration. Although these trends are correlated to the rapid changes that have occurred within the industry over the past 12 months, there is an underlying message that we feel is extremely important: storytelling is key in creating a strong brand identity.
Now, any successful brand would tell you that storytelling is an essential aspect of a strong marketing plan. Relating your core message to your customer’s values and beliefs is extremely important. But what we often forget is that good storytelling is often a collaborative effort. Whether that be with companies that share similar values, or partnerships with organizations that can strengthen your own brand identity – collaboration is extremely valuable.
What Story Do You Want To Tell?
Defining the story you want your brand to tell is an extremely unique process that should serve as the foundation of your marketing strategy. What do you want your customers to take away from your brand? What information do you want to share with your audience? How does your brand identity and product(s) intertwine? And most importantly, how are you going to tell your story?
In an article on New Hope Network, brand consultant Max Kabat stated, “Not everything you do—though it may be important to the operations of your business—needs to be part of the story you tell. Only share the parts that matter to the overall story you want people to know about your business. If it’s not in service of the larger story arc, let it go.” One of the biggest pitfalls with storytelling and brand identity is trying to do/say too much and one time. Your core message should be short and concise – while still covering all your bases.
Covering More Ground
Refining your brand identity through storytelling starts with you, but there should always be room to grow. This is where collaboration is key. By partnering with brands/organizations that help build off the story your brand is telling, For example, if your snack brand’s core message is to help improve the health & wellness of your community through unique ingredients, then strategically partnering with like-minded brands for giveaways or digital campaigns is a great way show a much wider audience that there are options for health-focused products. Or, if your core message is based around the versatility and quality of your product, then third-party quality validation (such as a ChefsBest Excellence Award) is a great way to showcase the quality of your product.
Regardless of your goal, collaboration is a vital part of growing your food & beverage brand identity. Cultivating a community not only amongst your customers but also other brands/organizations is a great way to share your core message in an authentic and effective manner.