Brand ideas are constructed in the mind, building word by word and image by image. Often these idea are constructed of glimpses, identity fragments that accrue from limited focus and attention.
But sometimes a brand idea is vividly rooted in a specific time and place, the result of an event that imprints itself on the brand’s story. These events loom large and can often become mythic, fuzzy recollections that have drifted from the facts – but can still unite and animate their audience.
For example, country brands are built around national events. Brand Britain draws heavily from the second world war and the blitz – with Brits seeing themselves as doughty, resilient and plucky.
One bank we worked with had their idea built around a bank run. Despite the terrible pressure the bank was under, they stayed open all night, reassuring customers that their savings were safe. By the next morning, the storm had passed. From then on, the idea of the bank as strong and caring was etched deep into every employee and customer.
Over time these founding ideas can fade. Teams change, brands evolve, portfolios stretch. The result can be a brand that’s bigger but blander. So ‘Story Guardian’ is an underappreciated but vital part of a brand owner’s role. It’s up to them to ensure that the unique idea that animated their brand is never forgotten.
