"MARKETING IS NO LONGER ABOUT THE CONTENT YOU CREATE, BUT ABOUT THE STORIES YOU TELL"
– SETH GODIN
When was the last time you looked at a logo & tried to decipher its meaning? Do you remember the different elements of the logo, the specific colors used or how it relates to the product/service?
In today’s times, it is no longer the brand’s logo that creates a long lasting impact on the mind of the consumer, it is the brand’s story.
This shift from brand logo to brand story se
ems to have happened mainly because of the shift from one-way advertising, i.e. mass media to online mediums, which overload consumers with information. The more brands they see, the more likely it is that they go unnoticed. A brand’s story is unique and helps differentiate it from the competition, it also makes the brand more relatable.
Though this doesn’t mean that logos can be replaced entirely with brand stories, because logos still help communicate across languages & cultures, where a brand story would may not always hold its ground. In addition, it is not only you who tells the story of your brand but, with the growth of online mediums, the brand’s story is created by consumers and the experiences they have with the brand.
A brand story goes beyond the brand’s surface, beyond its symbols. It gives a person a window into the brand & captivates their attention. No brand has survived solely on its utility and features; consumers arguably have known to purchase with a more emotional bent like self-expression or trust. This is where the brand story has started playing a vital role.