There is a lot of science and research to building a brand. Knowing the right things to say, the right colors to differentiate yourself from the competition, all that other stuff that is tactically important to the job. It is important, absolutely. However it is easy to approach branding with all head and no heart, which is where things go wrong. Most likely, it is because entrepreneurs and change-makers overlook a giant piece of the puzzle: themselves.
That's right, you. You have a story. You have been places others haven't, you have a personality, and you have envisioned a world different than the one you currently inhabit (that's why you're in business after all, to change the world). You are a rebel because you've decided that the current way things are is not satisfactory. You are driving change.
My ask is this: don't lose sight of how important your story is. It is your biggest asset in building a brand.
When we try to create something from scratch, it never really pans out the way we'd anticipated. This is especially true in finding the story for your startup's brand. Truth is, the story probably exists somewhere else and you haven't noticed it.
If this is something you struggle with, try these approaches:
What is your story?
Yes, you. Where are you from? Where are you now? What does that say about you? That story is unique and highly personable. You can use it in your brand too.
Retell a favorite
There are seven story arcs, period. You've seen them in movies, you read about them in books, and they can work for you. Your goal is to instead replace the characters, setting, and adventure to suit your brand's personality.
Don't create your story, find it.
I'm a huge Jordan Peterson fan. I've read his books, I listen to his podcast, I watch his YouTube videos, and I seek him out on other people's podcasts as well.
I've even caught myself repeating some of his phrases to others. Things like "set your house in order before you judge the world," "hierarchies are built on conscientiousness and competence," "tell the truth or, at least, don't lie," and "walk the line between chaos and order, that's where you find fulfillment."
You might think it's impressive on my part (and if you do, stop it, you're making me blush), but it's impossible to forget those ideas if you listen to the guy more than once. Truth be told, he doesn't deviate a whole lot from a few central tenants, which makes them easy to recognize and remember. It's these central ideas that become the pillars for all his other ideas to stand upon. Even when he does deviate, you can link it back to his core beliefs.
What does this have to do with branding?
Beat the hell out of one idea and let your brand become known for it, that's how you gain brand authority.
If you aren't getting tired of touting your idea about how the world should be different, then you aren't sending your message enough.
An anecdotal example: I've tried to become synonymous with the word "rebel," I've been using it for over a year. It wasn't until a couple months ago that I started having others say the word to me. Point being, it took more than a year of getting that idea out there to have others recognize it and associate me with it.
Say your idea. After that, say it again. Finally, say it again to my face. Eventually, I'll remember it.