Branding Toolkit Part 2: Brand Story Continued

Branding Toolkit Part 2: Brand Story Continued

Branding Toolkit Part 2: Brand Story Continued


Every brand has a story—what's yours?

The first step to any branding or rebranding project is to know your brand’s story. What is your brand’s history? What small anecdotes about your brand do you carry in your back pocket? What makes your brand unique?

 

In Part 1 of our Branding Toolkit Series, we walked you through building the basic elements of your brand story. This included figuring out your mission statement, vision statement, and core values. Today, we'll outline your target audience and tone. Grab a sheet of paper and a pen then let's get started!

 

By the end of this exercise, you'll finally be able to bring your brand's story to life, and your branding toolkit will be halfway done!

 

1. Target Audience


Your target audience is made up of your customers, clients, and prospects. It is important to know who your audience is because your audience should shape almost every aspect of your brand; if your audience is made up of women in their early 20's, you would likely want to shape your branding and marketing a bit differently than if it were made up of men in their late 50's.

 

Take some time to describe who your primary audience is made up of. If you've done any market research, include any insights that could help your brand communicate more effectively with your customers (such as age, location, gender, purchasing habits, etc.).

2. Tone


Remember that your mission statement, vision statement, and core values should all complement each other. What similar words or phrases do they use? The words you use to describe your brand and address your customers help to make up your brand tone. Knowing what your brand stands for as well as who your target audience is will help you craft your tone to ensure you're using the right messaging.

 

Go over your mission statement, vision statement, and core values to determine what tone comes naturally to you. Review your target audience demographics. List the words or phrases that you think best fit your desired tone to both convey your message and speak to your audience. It may help to list words that describe your desired tone, such as confident, strong, humorous, or relatable.
 

 

Congratulations! You now have all the necessary tools to write your brand story. Use your mission statement, vision statement, and core values to build the base of your story. Once you have that down, use what you know about your target audience and brand tone to perfect your story. Be sure to know your story by heart after it has been written down–after all, word of mouth is still one of the best forms of advertising!

 

Being able to share your brand story will help your brand become that much more relatable, recognizable, and memorable. Keep an eye out for Part 3 next week where we'll dive deeper into branding with your brand identity!

 

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