Centralize Your Brand Story

You’ve got your brand campaigns and strategies down, but how do we refine these concepts further? This lesson is about tips to enhance what you may be doing today or will be doing as you invest further in brand awareness campaigns.

Please reference our syllabus here. You can find the brand audit template here.

If you are familiar with SEO terminology, such as pillar pages, the same concept applies to brand stories. You want to create a centralized system that makes it easy for people to understand and consume more of the same. Unlike pillar pages, the reason for this is straightforward… where does someone go when they decide to look more into the story you are telling?

For most, they will search for your brand and end up on your homepage. For others, they will search for details in the story. Hell, some brand stories outlive the companies they represent, and you’ll find people making their way to a company because they remember an aspect of a video or graphic they saw vs who specifically created it.

For that, we have a fantastic example from Splunk. Sorry, not Splunk, the Splunk T-Shirt Company.

I’d be shocked if you are unfamiliar with Splunk, but at minimum, you know they are not a t-shirt or appeal brand. For the past four years, they’ve invested in an ongoing series that pokes fun at the level of swag associated with technology and cybersecurity brands. Hell, half of my shirts are from various brands I’ve worked with or interacted with. If you go to RSAC, you can come home with a new wardrobe. And this is the idea behind their brand story. As it progresses, in their first video, they spell it out in plain language; here’s the clip.