[ad_1]
Brand awareness can seem like an abstract concept. How do you make people aware of your brand? What makes a brand stick out in people’s minds? Shouldn’t the product just speak for itself? How can a brand really convince customers that their product is the best option?
Illustration by OrangeCrush
The truth of it is, people aren’t just consumers. They want connection and relationships, and that extends to the brands they choose to buy from. 65% of a company’s business comes from existing customers. But in order to connect with loyal customers who keep coming back, you’ve first got to make them aware your brand exists. How? Well, according to a survey we at 99designs by Vista conducted, where 84% of small business owners reported that their visual branding plays a significant role in attracting new customers1, the key to brand awareness comes down to having a memorable brand. Attached to a memorable brand is a narrative that people will remember the next time they pull out their wallets.
Create brand awareness with the 3 components of a compelling story:
—
Writing a compelling brand story is kind of like baking a cake. Even though you change up some of your ingredients to get different flavors of cake, other ingredients, like eggs, vegetable oil, flour and heat, stay the same.
Beautifully made logo by Virtuoso
Every compelling story, no matter what it’s about, also has some constant ingredients. These include exposition, the information the reader needs to get context for the story, a conflict and resolution for that conflict. Creating brand awareness with a compelling story doesn’t mean writing a whole novel—as you can see in the logo design Virtuoso created for Beers with Bears, an image can tell a whole story.
There’s exposition: we see there’s beer, there’s bears, and despite being established in 2020, there’s an established, old-school feel to Beers with Bears as evidenced by the font and badge-style logo. We’re intrigued, we…
..
[ad_2]
