A good audience needs good stories. First and foremost, target group appropriate issues should be found and defined. They should be placed and brought in such an attractive way that the audience likes to talk about it. Only then the process gains momentum and the brand values will be carried on. Storytelling is the capability to fill themes both rationally and emotionally. The brand claims these values and is in consequence less exchangeable.
Authenticity and Trust
Brand management not only includes customers, but also other target audiences that are close to the company, such as: employees, suppliers, opinion makers, authorities and communities. Identity oriented brand management joins the external image of the company with the employees’ identity to a harmonious picture. Vision, mission and values of a brand are reflected by the communication messages and the behavior of the employees, and are exemplified by the top management. Consequently the brand gains authenticity and trust.