19 January 2015

What makes a great brand – one that captures people’s hearts and minds and stands the test of time? I recently came across a quote from Deepak Chopra which I think goes some way to answering the question. It’s about leadership, but is definitely applicable to a successful brand identity.

deepak_quote_300x225“In all my research, the greatest leaders looked inward and were able to tell a good story with authenticity and passion.”

Storytelling, in my experience, is a big part of growing a business and increasing your customer base. As a consumer, I enjoy buying from companies with an identity that I can relate to or admire. Many of the great brands we know and love today have a distinctive voice and an interesting history, which they communicate in imaginative ways.

You could argue that the mark of a master marketer is the ability to tell a brand’s story well – with passion and sincerity, two attributes most great leaders often share.

If you are a business that has an identity and a purpose other than making profit (which on its own is never a good reason to start a business) then don’t be afraid to shout about it. If you have a story to tell – and you tell it from the heart – there will always be people willing to listen.

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