If you’ve been receiving our regular Bullet branding newsletters these past few months, you may have noticed a running theme in all our articles that’s integrated with our approach to branding and advertising. In essence, what we attempt to create in everything we do boils down to two words; true stories.
So what’s a true story, in the context of how we operate? How can you tell your brand’s true story? What, in actual fact, does a true story based on our parameters look and sound like?
It’s simply taking something that’s fundamentally true about your brand, a value, founding philosophy, belief, personality trait, quirk or unique experience that you embrace within your organisation, and telling it to the world. Something that’s purely and truly yours, that may partially or holistically represent your brand, that’s authentic and believable, to share with those you want to build a relationship with.
Let’s look at some examples of what we’re talking about.
No frills flying. Budget travel. Pay only for what you want. Ring any bells yet?
OK, here’s the clincher; Now Everyone Can Fly. Unless you’ve been living under a particularly immovable, indestructible rock for the past decade, you’d know that we’re talking about AirAsia. Their story is told through the experience they create; everything they do and say is built around the core concept of enabling everyone and anyone to fly, with options for travelers to customise their flights according to their whims and fancies. So what’s true for them – a no-frills, low-cost airlines – is what’s true for consumers as well.
Here’s another brand that’s true to itself, and tells a story that’s relevant, authentic and real.
Bring Forth Money. Being First Matters. Business Filled Minds.
Yes, we’re talking about BFM 89.9, Your Business Station. There’s the truth, stated up front for the world to see; a radio station dedicated to everything you need to know about the world of business, and some things beyond. Sure, there’s great music, but the entire brand is built on bringing news, views, opinions, updates and interviews that revolve around business in its infinite forms.
From finance, property and technology, to entertainment and yes, even the down-and-dirty business of football, each segment is created to enlighten, educate and inspire listeners to make business an essential part of their lives, and vice-versa. With BFM, you won’t find a trace of DJs doing prank calls to unsuspecting listeners, hear idle gossip about celebrities and superstars, or be exposed to the same latest top 10 hits again and again throughout the day.
Why? Because the BFM brand is firmly motivated to tell its singular, focused true story; that it’s a business station, and proud of it.
So the question is, are you ready to tell your brand’s true story?