The Unspoken Rule of Branding: If You Aren’t Storytelling, You’re Forgetting the ‘Why’
- Maria Ramos
- Creative, Strategy
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The Unspoken Rule of Branding: If You Aren’t Storytelling, You’re Forgetting the ‘Why’
Branding isn't a logo—it's a story. Companies often fall into the "Pretty Face" trap, looking professional but feeling hollow. At SPX Media, we help brands find their "Why," using strategy and creative services to build a consistent narrative where the customer is always the hero.
Let’s be honest for a moment. What do you think of when you hear the word “branding”? A stylish logo? A certain hue of blue? A catchy phrase?
Yes, those things are important. But they are simply the cover.
At SPX Media, we see businesses spend a lot of money on the outside of their products while completely ignoring the candy inside. They seem professional, but they don’t feel like it.
The unstated law of modern business is that people don’t fall in love with logos. They enjoy stories. If you’re not telling a story, you’re just another sound in a very loud room.
The “Pretty Face” Trap
We call it the “Pretty Face” trap. Your website looks great and your logo wins accolades, but your sales are modest and your bounce rate is high.
Why? Because there is no spirit in your brand.
In a digital world when people see 5,000 commercials a day, “looking good” is the least you can do. It makes you stand out, but it doesn’t make you memorable. When a customer sees your brand and thinks, “Oh, they get me,” that’s when connection happens. That doesn’t originate from a code. It stems from a story.
Finding Your “Why”
Your tale isn’t the same as your timeline or “About Us” page. It’s your reason.
The What: We sell coffee. (Boring).
The Why: We think that your morning routine sets the tone for the rest of your day, and you deserve a flawless moment before the craziness starts. (Interesting).
Do you see the difference? One is a deal. The other is an identity.
We don’t use Photoshop when we work on branding initiatives. We begin with the hard questions. Who are you fighting for? What issue really gets on your nerves? If your brand disappeared tomorrow, who would miss it and why?
How to Make a Plan Out of a Story
Storytelling isn’t just a way to sell things; it’s a powerful tool. This is how we use it:
- Visual Storytelling: Your design should reflect your voice when you convey a story. Your images can’t be safe and beige if your tale is about “disrupting the industry.” They should be rough and bold.
- Consistency is King: Stick to the script if you want your story to work. Your Instagram caption, sales email, and customer service script all need to sound like they come from the same individual.
- You Are Not the Hero: This is the most important one. You are not the hero in your brand story. The customer is the main character. You are the Obi-Wan Kenobi, the person who helps them win the day.
Be More Than a Logo
A logo tells people who you are. A narrative tells who you are.
It’s time to go deeper if you’re ready to do more than just look beautiful and really connect with your market. Stop making the surface look good and start establishing a brand that signifies something.
Are you ready to find your story? Let’s chat about the services we offer for creative strategy.
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