Being a self confessed couch potato, I eagerly anticipated the return of a favourite series returning to my screen. These characters who I feel I know well are starting the next part of an adventure that I, and millions like me, already know the outcome of. Despite this knowledge about the ending, I watch as I get enjoyment out of knowing what’s around the corner. 

Of course, tv characters turn out to be different to the ones I created with my imagination. So sometimes there are some differences that take a little getting used to. One of the story arcs this season is already taking this turn. From the book, I know what was supposed to happen – that was the plan. What appears to be happening is a more dramatic, and slightly off character response. I am not alone in thinking that the character in question wouldn’t react in the way they are about to, or is being alluded to.  It doesn’t feel ‘on brand’. Fans are already complaining about the way they see this arc panning out.

The role of Branding in business

So, back to business – and branding. Marketers use stories to grab attention, engage, and sell. Branding is much like a storyline. We’re writing the story of what our business is about. Our purpose, our drives, the difference we make to the world – so that our customers get a shortcut to finding out if we’re a good match for them. 

This also informs others about what the business does, and doesn’t do – we use it to carve our little space amongst our competitors. If we think of our brand as a character, we can also predict what actions they would do, and make decisions for their future. We hope to grow some faith in our brand, loyalty to our business based on familiarity. We know how we want our story to end.

So when our business acts in a non-brand way, just like that storyline that went off kilter, it disrupts that familiarity. Yes, it could get new fans (arguably better suited fans – tangent for another day) but it risks the loyalty we’ve built up with those who find us reliable, dependable and predictable. Know – like – trust, that comes back again and again. If you’re building your brand, be aware of the story you are telling. Map it out purposely, so it has a purpose. Create a strategy which further builds on this story – not confuses it.

Your Brand Story

Branding is a shortcut for buyers, and stories are memorable.  Guess what…This shortcut works for you too! To be effective with your brand story, make it simple and distinct. Bear it in mind when opportunities arise for your business too – when that happens, ask yourself if it’s part of the story you’ve written. It is vital to any business – helping with indecision, developments in your business, and chasing your business goals.