Advertising by Design, 3rd Edition

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BUILDING A BRAND NARRATIVE IN THE DIGITAL AGE

To create advertising for a brand, you need to understand the brand’s strategic plan, the systematic development of the brand to meet business goals. The brand strategy helps imbue a brand or entity with character that differentiates it from its competition and builds a relationship with its audience. Branding expert Marty Neumeier defines brand story as “the articulation of a brand as a narrative; a coherent set of messages that articulate the meaning of a brand.”

STRATEGIC THINKING UNDERPINNING THE BRAND STORY

Can you think of a toothpaste brand that offers a unique benefit? How about a mobile service? Most brands in a price category possess equivalent characteristics. Called parity products, they offer qualities and functions similar or identical to those of their competitors. Branding (name, identity design, package design, digital design presence, etc.) and advertising bring the brand story to life, acting to differentiate these parity products, services, and entities in a crowded marketplace.

A good story turns a product or service into a brand, into something we instantly recognize and trust. Part of what goes into creating that core brand story, from the launch, evolution, or refreshment of the brand, is forming a global construct about what the brand represents that is the basis for a broader narrative.

Brands make promises.

In fact, a brand is a promise.

— Laurence Vincent, cofounder and chief branding officer, UTA ...