Tell Your Story How to capture and create a brand identity.

• Author: Devine, Kaylee

Think of a handful of iconic Alaska businesses-those that have graced the pages of this magazine, those that have given back to our community, and those that employ our friends and neighbors. While their industries, teams, and cultures may be different, they undoubtedly have one thing in common: they have found a way to tell their story--and you should too.

A brand story is something every business should invest in. it's a powerful tool for shaping any organization in all aspects of culture, service, operations, and more. And frankly, it's just good business sense.

Research has shown that organizations with a strong brand realize greater long-term growth, reduced price sensitivity, and broad awareness. Strong brands are also able to achieve something we all need right now: easier talent recruitment.

At Spawn Ideas, my team and I have had the privilege of helping some of Alaska's most iconic brands tell their stories. While the outcomes are different for each project we work on, there is a similar roadmap we follow--one that you can use if you need a little guidance to get started.

What a Brand Is

First things first, let's establish a baseline for what a brand is: a promise of an experience. We jokingly like to say that a brand is "what someone says about you when you're not in the room." It's an honest look at an organization that you can shape but can't completely control. A brand needs to strike the right balance of being credible and aspirational--something you can live up to that drives inspiration to where you want to go.

A brand is so much more than a logo or a tagline. It's the cumulation of a company's mission, vision, values, attributes, and personality that shapes the way it operates--and the way Its people think, act, and represent. Think of a brand as not only the personification of your business but a lens you look through to make critical decisions.

When Spawn Ideas approaches a brand project, whether it's starting from zero or just evolving an established brand, we consider three critical perspectives: the companies, the customers, and the competitors. By taking a holistic view, we ensure we're not just navel gazing. Instead, we're putting the story in context of the world in which it will live.

Company Perspective

A self-analysis of your company is a natural place to start. After all, a brand is an expression of the stories you've created and the stories you aspire to tell. This self-reflection can and should involve research, including revisiting the mission and vision for your organization. Why did the company initially start? What was your origin story? Has the mission changed? These questions will start to unveil a narrative that will be integral to your final brand...