By Jed Morley, CMO at Consensus
This 10-part article explains how to create a compelling brand story for your company, products and services. Great brands are great stories that are always in the process of being told, refreshed and continued. Great brand stories are easy to recognize and sometimes happen intuitively, but a clear framework can improve your chances of success.
If you missed it, read 10 Ways to Build a Winning Brand Story: Part 9 of 10
Part 10 of 10: Brand Communications
The visual and verbal brand guidelines provide principles for how the brand messages should be communicated in images (both still photograph and video) and in the written word. The Nike Football (soccer) brand book provides direction for how the visual elements of the brand strategy are to be communicated for this global product category. Following are some examples from this book.
On the outermost ring of the Brand Wheel are all of the different types of communication tactics a brand can use to engage its audiences, including advertising, print communications, packaging, event environments, and digital media.
Starting with the 1984 Olympics, Nike has differentiated itself with advertising that’s as much art as it is promotion. By integrating all of its brand elements—product, sponsored athletes, and promotion—Nike weaves a brand narrative that embodies a state of being and a way of life that transcends its component parts.
Consensus enhances your brand communications by delivering a custom demo experience that is relevant to each member of the buying committee and reflects well on your brand.
Consensus is Software as a Service (SaaS) that automates custom product demos to accelerate sales. Our interactive demo platform personalizes video and documents so each prospect automatically learns about your solution in the most relevant way. This cuts sales cycles and increases close rates. Our Demolytics™ dashboard helps you discover and engage the entire buying committee by gathering analytics and tracking who’s involved, what’s important to them, what they watched, and who they shared it with. This drives consensus and gets to a purchase decision much faster than traditional sales methods. Clients have cut their sales cycles by 68% and jumped close rates by 44%.