There is huge power in having control over your brand’s narrative and its evolution. To watch Steve Jobs delivering an Apple presentation about their latest product is to witness a brand completely in control of the development and evolution of their narrative.
Don’t fall into the short-sighted trap of focusing on one campaign at a time, especially when the pressure is to acquire new customers or drive volume. Any new communication must be seen within the context of past and future promises.
The best brands:
- Understand and build on previous messages.
- Commit to and reinforce key benefits.
- Bring to life their mission, motivations and the culture through their actual achievements.
These are the characteristics that help brands move forward and develop consistent space in people’s minds.
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