We’ve got a new logo but what now? It’s the question that often follows the pitch for a new or refreshed brand.

While it may tempt an eye roll, a good communications advisor will embrace the chance to explain that a brand is more than a logo. This is a critical conversation to have because defining, agreeing and telling the story of your brand is vital to your organisation’s success.

Let’s unpack the basics.

In marketing speak, a brand permeates every aspect of your organisation. Whereas your logo is one element of your brand’s visual identity.

For non-marketers, think of it like this. Your logo is the eye-catching cover that compels you to take the book off the shelf. But once you open the book, is the story inside a page turner? Will it compel you to buy and not just browse?

The power of a strong brand and a compelling brand story will do just that, because it will flow seamlessly through your value proposition, your products and, importantly, your people.

A powerful brand makes a promise to your customers about what they can expect from you and what their experience will be like in dealing with you. A disconnect between your brand and your customers’ experience is like a broken promise. It will weaken your strength in market and damage your reputation. Imagine turning up to Louis Vuitton and finding dust on the handbags or sales assistants with grubby hands. Any illusion of luxury would be quickly shattered.

So how do you make sure all the parts of your brand are working together and how do you tell that story?

Your brand strategy includes many ingredients and a good brand framework will fit them all together. Your brand should be reflected in your products, proposition design and your people, as well as the way you communicate to your target market.

For example, if you’re an insurance provider competing on the promise of simplicity and value for money, your insurance products must be easy to understand and competitively priced. Your online purchasing journey should be astoundingly easy to navigate and your people (real ones or virtual assistants) must be able to assist customers with simple explanations and easy solutions. Your visual identity and logo would be uncluttered and impossible to miss. Your brand personality and tone of voice would be relatable and easy to understand.

So, you can see a brand is a complex beast, and it is definitely more than just a logo. But without a simple way to convey it, your audience can’t see the woods for the trees. This is where a great brand story can be the magic ingredient that effortlessly ties these elements together and brings your brand to life for your customers and employees.

“Brands that tell compelling stories have the power to break through the clutter and truly engage their audience,” says Harvard Business School Professor Jill Avery. “A story can capture someone’s attention, make them feel strong emotions, and develop empathy, leading to engagement and action. This journey from awareness to purchase is why storytelling is such a powerful tool in a brand manager’s arsenal,” she says.

A compelling brand story will capture your vision and values, your origins and the impact you make in your customers’ lives. It distils the essence of why your organisation exists and reflects back to customers why they want your brand in their lives. Telling this story well, makes it easy for your employees to live and breathe your brand. It can create instant customer connections and attract strategic partners that align with your mission and values. Told well, a great brand story can make your business recognisable and memorable and, importantly, one that your customers and partners want to do business with.

Think your best brand story is yet to be written? Contact us for a fresh take on your story.