psyborg® blog

The Stories Behind Brands

The Stories Behind Brands

The Stories Behind Brands

What’s the story?

When referring to a brands story I am talking about the story that creates the brand.

A story isn’t just about what you say about yourself or what you tell the customer/client to believe, it’s also about what they think about you based on their personal experience. Once they tell someone about their experience, your story begins to grow in authenticity

When creating a brand and a culture for a business you need to determine many aspects about the business and what you want others to feel/see/do when they see your logo or hear your name. All this creates your brand and in turn, your brand story.

How do companies use story telling to build their brands?

A company is a non descriptive group of people with the same goal. A story is used to wrap an image around that shared vision of the company. A brand is a projection of that story in visual imagery, copy writing and symbolism.

Brand and story can be combined to associate the story with the brand to build a reputation & legacy and begin the sales process through word of mouth.

In reality a brand is just a companies fancy clothes used to sell or tell a story to captivate and engage customers into buying into that brand.

What does a Brand Story look like?

A good example of a brand story is Coca-Cola, whom is technically selling carbonated sugary water with a bit of caffeine which is the true story. Through telling the story via it’s brand it is idealised and stylised into visual imagery (happy youth), copy writing (Refreshment, Feeling etc) with symbolism (White on Red Graphics).

The combination of these factors embed emotion into a storyline that gives a memorable impression in consumers minds alternatively called or recognised as a brand.

While Coca Cola has a defined taste and people may enjoy the drink on its own, it is the brands story that has created a large successful company.

What do I need to tell a brand story?

When creating a brand story you need to remember your main goal is to give customers a story to tell. They are the essence of a story being created and your business growing.

Your story can be built from your vision statement, understanding your client avatar, your business heritage and your business culture.

When articulated create a strong logo (used consistently), exceed your customers expectations and be consistent with it so your story can get out there and become associated with the customer experience.

Use your website, advertising, content marketing and other touch-points to tell your story. Once you have this in line your business brand to story relationship will be created. 

Remember though, your story is not just what you tell people, it is what they believe and how they perceive you. Your job, as a business owner is to activate this from your end through producing branded & memorable content and touch points that begin to tell your side of it.

To Sum Up

A brand story is not created over night, nor is it the sole affect of a company/business however consistence, persistence and repetition are the building blocks to grow your brand and create a solid brand story. Create a vision statement, create your culture, create a brand, create your story. 

Daniel Borg

Daniel Borg

Creative Director

psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.

Daniel has completed over 2500 design projects consisting of branding, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.

I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.

Cheers Daniel

SingularityU

SingularityU

SingularityU

SingularityU

I recently had a heap of fun interviewing exhibitors and attendees at the first 2019 SingularityU Australian Summit in Sydney.

The SingularityU Summit explores the latest in exponential technologies and showcases how these technologies are being used to disrupt industries and positively impact the world. It’s my vision to help my clients thrive and grow through design thinking so I’ve loved doing these interviews as it gives me a chance to see what’s coming, how others are solving problems and how our culture is evolving … factors enabling me to help my clients thrive and grow through unprecedented change.

Thanks to Kain Tietzel from Start VR, Cameron Ferris from Inventia Life Science, Skeeve Stevens, a Cyborg from Future Crime Agency, Tony Burrett from BindiMaps, Lauren Caldwell & Stephanie Brownlee from Faethm A.I, Mic Mann from Mann Made, Dimitri Mikhalchuk from Teslasuit and Alicia Life Cykel for their interviews.

Daniel Borg

Daniel Borg

Creative Director

psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.

Daniel has completed over 2500 design projects consisting of branding, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.

I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.

Cheers Daniel

Designing for Onboarding

Designing for Onboarding

Designing for Onboarding

Listen to the Podcast

Designing for Onboarding

What is onboarding?

Onboarding is the process of putting on a new employee and ensuring they fit with your culture. It is a tool that you can use to attract the right employees to your business and filter particular employees out.

Why is business culture important?

Business culture looks at the internal aspects of a business. To determine business culture a business needs to have a set of beliefs, values and attitudes. This is important because if these are determined and are clear then the business will attract the clients and customers that they want.

At psyborg® we constantly talk about culture and branding and the importance of it within businesses. When employing new staff you would like them to fit with your businesses culture because it means they carry the same values as your business and inturn it creates a strong business brand and will attract the right customers or clients.

Craig McGregor“When recruiting people fall into the trap of focusing on only the skills fit, but it is vital to find a values and culture fit. By creating an onboarding document and using this as a tool to educate and attract people with shared values will make your recruitment efforts so much more effective.”

– Craig McGregor, Director of Hunter Recruitment Group

Why should I include an onboarding document to advertise a position?

An onboarding document is a great tool to include when advertising a new position. It is a way in which you can deter the potential candidates that will not match with your businesses vision. This is beneficial for both the potential employees and the employers.

It can help employees understand more about the business and it’s culture, and whether they think they will fit into the business. If the potential employee does not think they will fit with the business then they will not apply. They save themselves the time and stress of applying for something that will not suit them.

For the employer it means that hopefully only those who believe they will fit with the culture of the business will apply for the position. Therefore there will be less sifting through many resumes of candidates that will not be of benefit to their business and also the stronger likelihood of finding the right person for the role.

Craig McGregor“With the changing face of work in Australia comes changes in our workplaces and the relationships we have with our employees, successful businesses will move with the times and attract the right people through communicating effectively the WHY they are in business.”

– Craig McGregor, Director of Hunter Recruitment Group

How is onboarding different to a regular job advertisement?

An onboarding document, when done correctly, is not about finding a candidate that has the appropriate qualifications or job experience, it goes further than this. It is about finding someone who has the same values as the business and will fit well with the brand and culture of the business.

Netflix have an on boarding powerpoint that describes their ideal candidates in a clear and concise structure. It breaks their culture down into behaviours they value by employees, it describes aspects of their culture, aspects of their current team and what they value in their team members, it discusses loyalty, management, and much more. Check it out here.

Craig McGregor“There is an old saying in human resources “we hire on skills and fire on attitude” by using your values and culture as a tool in the recruitment process you will attract a better values, attitude and skills fit to your business.”

– Craig McGregor, Director of Hunter Recruitment Group

What does psyborg® do?

As Graphic Designers, psyborg® can create an onboarding document that will suit, portray and infuse your culture into it, meaning you will attract the employees that will slot into your culture and in return, enhance your business.

Our onboarding documents are used to draw in the right audience and enhance the interview process so that you can ‘weed out’ those that should not be employed within your business. Get in touch for more details. 

Listen to the Podcast

Daniel Borg

Daniel Borg

Creative Director

psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.

Daniel has completed over 2500 design projects consisting of branding, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.

I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.

Cheers Daniel