Brand position and brand narrative
Why is your business set in the world? What role do you play for your customers and society? What do you do better than others?
Branding and positioning are about translating business, data and insights into stories, visual identities and communications that evoke emotions, respond to people’s needs and add value to our society.
At Lead Agency, we work with narratives as the foundation of a company’s positioning, because communication is better and more credible if the organization’s actions and results are not just about making money, but also nurtured by a – slightly – higher purpose.
The company’s purpose and basic narrative must therefore be clear:
Maybe you want to make the world greener, maybe you want to create new needs in new markets, or maybe you want to change and improve our society in a given area. Maybe you want to engage politically, maybe you want to save lives, or maybe you want to start movements that change the way we see things as they are.
Either way, we want to understand why you’re here. And it’s easier to understand if you have an interesting narrative that your communication supports creatively and intelligently.
Good answers are not enough
Communication has to stir something in us, disturb us a little so that we listen and become curious – and so we remember. We won’t remember if it’s too generic if we’ve heard the story many times before, or if it’s too boring. That’s why there needs to be room for poetry, for storytelling.
When we work with brand positioning and basic narratives, we put a lot of effort into the creative processes. We draw inspiration from your company, your heritage, and the world around you – trends, tendencies, culture, music, art, literature and inspiring people and events.
In order for it to work, it needs to evoke emotion, be unique and inspire us.
The best and most creative brand work happens when all these elements and perspectives are taken into account and developed in collaboration with you. In addition to our brand specialists, we have employees with backgrounds in advertising, political organizations, and ministries. We have journalists, designers, musicians and even a theologian in the office.
The brilliant approach to your brand often comes when we step out of the echo chamber and explore new paths.
