What is the story of your brand?

a Ted Talk by Jeff Freedman

I have decided to watch a ted talk based on branding and specifically how to give your brand a story and why having a story is so important.

My sketchnotes

I used the sketchnoting technique yet again on this ted talk, including the key points that I got from this lecture and I have included them below

What did I learn from this ted talk?

Jeff Freedman has been helping brands find their story for 25 years, he began the talk by explaining how if a person at a party entered a room boasting about themselves, asking people to do things for them and expressing how much better they are than everyone else there no one at that party would want to interact with them or even speak to them. This is clearly not the best way to build relationships with people and Jeff explained that branding works in the same way.

Jeff stressed that relationships are the lifeblood of brands and the best brands with the strongest relationships have the most success. Having a story for your brand is key for this as this is how relationships are built and it is important because it allows the audience to connect with the brand as they feel invited into the story.

He went onto discuss that when he works with brands he asked the most important question which is what is the goal of your brand and Jeff explained that most brands read off a script and didn’t have a genuine belief for their brand. A brand needs a core belief and this will lead them on the road to happily ever after as the brand will attract and invite people with the same core belief and therefore this will build stronger, better, longer lasting relationships with its audience. I have learned that authenticity is key and that a good brand truly believes in the work they are doing and WHY they are doing it, good brands share from their heart and shows their audience what truly matters to them. I now know that brands don’t need scripts they need souls!

How can I apply this to my own brand?

I need to figure out what the main goal of my brand is and what makes my brand special? These are very important questions that I need to answer in order to create my brands story. I need to figure out what my core belief is and work around that as if I don’t have a core belief I won’t be able to find the moral of my story therefore this will affect the story of my brand overall and the relationships that will surround it. I have learned so much from this Ted Talk, I know now that I need to ask myself these questions and find my core belief is and therefore I will be able to attract people with the same core believes and build stronger relationship and that will hopefully lead me to happily ever after in branding!