Building a Narrative

"Building a narrative" has become a catchphrase in recent years in Indian media. The term is used very often in the context of politics by TV and newspaper journalists. The questions that come to your mind are:-

a) Can we build a narrative for personal & organisation brands also?

b) What is the difference between building a brand and building a narrative?

c) How to build a narrative (or the process)?

Let us answer these questions.

Building a Brand?Vs Building a Narrative

"Building a Brand" and "Building a Narrative" are interrelated yet distinct concepts in personal and business development. Each plays a unique role in shaping perception and identity, particularly in personal branding and storytelling. Here is a deeper analysis of the differences:

1. Definition and Core Focus

Building a Brand: This involves creating a strong, cohesive identity that represents the essence of an individual, company, or product. A brand encompasses visual identity (logos, colors, design), values, mission, and the overall promise or value proposition it offers to its audience. The goal is to build recognition, and TOMA (Top of the Mind Awareness) or recall.

Building a Narrative: This is the process of crafting and maintaining a coherent, compelling story that conveys the brand’s journey, values, struggles, and achievements. A narrative contextualizes the brand, giving it depth and emotional resonance. It’s about storytelling that engages the audience, allowing them to connect on a personal and emotional level.

2. Purpose and Outcomes

Purpose of Building a Brand: The aim is to create an image that distinguishes the brand from competitors and positions it uniquely in the minds of the target audience. This can lead to stronger customer relationships, brand recall, and competitive advantage.

Purpose of Building a Narrative: The narrative is used to humanize the brand, make it relatable, and build a deeper emotional connection. While the brand focuses on identity and recognition, the narrative focuses on trust and long-term engagement by sharing authentic stories that reflect the brand’s values and vision.

3. Components

Brand Building Components:

Visual Identity: Logos, colors, and fonts that create recognition.

Core Values: The guiding principles that shape actions and decisions.

Unique Selling Proposition (USP): The main differentiator that highlights what makes the brand distinct.

Reputation and Trust: Built over time through consistency and quality.

Narrative Building Components:

Origin Stories: How the brand or individual began, including challenges faced.

Vision and Mission Stories: Stories that emphasize the 'why' behind the brand’s actions.

Customer Stories: Testimonials or experiences that show how the brand impacts lives.

Leadership and Milestones: Important events and achievements that shape the brand’s journey.

4. Strategic vs. Emotional Approach

Building a Brand is often a strategic approach. It involves research, market analysis, and deliberate positioning. It’s about being clear on how the brand is perceived, aiming for differentiation and relevance within the industry.

Building a Narrative is more of an emotional and human-centric approach. It’s about storytelling that resonates with the audience's values and experiences, inviting them into the brand’s world. Narratives foster trust and loyalty by showing authenticity and transparency.

5. Examples of Application

Brand Example: Apple has a strong brand characterized by innovation, sleek design, and user-centric technology. Its brand communicates high-quality products and a premium user experience.

Anand Mahindra has a strong brand characterized by inspiration, innovation, ethical business practices, social responsibility, and the pursuit of excellence.

Narrative Example: Apple’s narrative, however, is embedded in its origin story of being started in a garage, Steve Jobs’ vision of changing the world, and the ‘Think Different’ campaign that showcases its role as a disruptor and innovator.

Anand Mahindra introduced the 'Rise' philosophy which encourages individuals and organisations to accept 'no limits' and 'think alternatively'. Under his leadership the company developed the Mahindra Scorpio, the first SUV designed and manufactured entirely in India.

6. Interaction Between Brand and Narrative

While a brand can exist without a narrative, a narrative is most impactful when it reinforces the brand. The narrative serves as a dynamic tool that supports the brand by giving life and context to its values. In essence, the brand is the "what" and "who," while the narrative is the "why" and "how."

For professionals, understanding the synergy between these two elements is crucial. Building a brand establishes identity and recognition, while building a narrative creates emotional engagement and connection, leading to lasting relationships and advocacy.

Conclusion

In essence, building a brand lays the foundation for recognition, reputation, and differentiation, while building a narrative enriches this foundation by weaving stories that engage, inspire, and forge strong bonds with the audience. When combined, they create a powerful and holistic approach to branding that can significantly enhance the perception and growth of a person or organization.

Brands are lifeless, Narratives make them come alive

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Brief Profile

Dr Amit Nagpal is a personal branding and storytelling coach with special interest in brand storytelling, data storytelling and social media marketing through storytelling. He has more than two and a half decades of experience as teacher and practitioner of brand management and media marketing including television, print and digital/new media.

He has co-authored the Amazon bestseller, “Personal Branding, Storytelling and Beyond”. He believes “Digital is Magical” and stories are the most powerful tool to build brands as well as bonds.?He's often sought after for his innovative techniques that blend traditional wisdom with modern research and trends in storytelling.

To know more visit www.dramitnagpal.com.