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A brand narrative is perhaps the most important aspect of any creative brand strategy. A brand narrative is a base that supports the entire brand strategy and determines the direction of the brand as well.
But what exactly is a brand narrative?
A brand narrative can be defined as the central building block of a meaningful brand strategy. A brand narrative is based on the reason the company exists, it’s core purpose, it’s business positioning and more.
So here’s a trick question: what comes first? a brand or a brand narrative? The answer? It’s a brand narrative. A brand narrative is a missing link in the market or the problem that ails many, or one of those things everybody wished were easier to do. This is where the brand starts: with a narrative.
The brand narrative is essentially an idea, or a thought, or a philosophy. Sarah Blakely’s ultra-successful Spanx has a very simple brand narrative: I wish women’s underwear were more comfortable, and I wish they blended in with the body better so I could wear anything that I wanted without being embarrassed.
Based on such a narrative, the entire brand and the branding strategy is built.
That said, there are also several other optional components that can be a part of the brand narrative.
Based on these five points, a creative brand strategy can be created that can help a brand tell its story, convey its message, make an emotional connection with its audience, and advertise and sell its product. As you can probably tell by now, no brand strategy can be successful without a solid brand narrative.
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