To explain the world of branding in the most simplified language and easy-to-understand format, there are essentially 2 main parties involved;
- The Brand-Owners; and
- The Brand Audience (yes, the consumers).
But there is a 3rd party, which acts as a bridge between the 2 above parties. The Brand-Builders; those who offer professional services in helping build brands, encompassing Brand Strategists, Brand Communicators, Brand Marketers, Designers, Ethnographers, among others.
And I thought it’d be interesting to peek inside their minds and delve into their thinking. See their craft and how they work their magic into building compelling brands.
Here’s a look at Brand Storytelling, through the eyes of Small Army, a Brand Strategy & Design Co. based in Boston, MA.
Advertising is preached. Stories are shared.
We believe that everyone has a story, whether it’s a person or a brand. The difference between storytelling and advertising is that one is authentic while the other is manufactured.
Storytelling is for confident brands that are proud of who they are and want to tell the world without asterisks, parenthesis or caveats.
Inspiration: Small Army Branding, Boston