brand backstory

Backstory is the backbone of our brand building method. A brand is a story told in the marketplace and this is the story. A backstory validates the platform and instigates the messaging. A good backstory marries meaning and emotion and inspires the team. We share our process for creating a solid backstory.

Brand Themes are the strengths that drive your brand story. And they are keystones to your messaging. Nail these foundational drivers and deepen your relationship with customers, hone your communications, and get clear on your strategy.

Take the word promise at face value. When you're articulating a brand promise, it should be something that you can deliver on all the time. The promise of a brand is the most important unmet need you can deliver for your customers. We talk about what it is, how to define it, and maximize it. We also share some examples of successful and not so successful brand promises.