Your brand has a soul

The idea of a monster coming to life has the potential to contaminate the romance of this post. However, the imagery is quite apt. We’re not proposing that once you’ve nailed your brand story your brand will come alive and function by itself (uncontrollably). What we are proposing is that when you get it right it will gain something that gives it a personality.

Finding the soul of your brand gives you, your team, and your customers a much richer, honest experience.

We all fall into the trap of focusing on the end of the creative – the glamourous, customer-facing bit. Which is one reason the soul (the part of the brand that exists without the body) is often overlooked. I mean, who wants to see the raw (undressed) elements of “you”? Yet this is integral to your brand story.

The “beautiful form” includes the visuals and the copy. The soul is the part that brings all of this together.

Yes – it’s great to have brand guidelines and company values, but does everyone get an essence of (and buy into) your brand’s personality?

Clients may not directly see the core untouched nature of the brand – but they’ll sense whether it’s there or not. A piece of an author’s soul goes into every book they write. A part of a brand’s soul should smile through every piece of content that is created by it. Why?  Because it will speak to the souls of your audience (and your team members).

The takeaway

Embrace the raw brand! Roll up your sleeves and bring your brand to life!