SEO Spiderz

How to Use the Core Story Principle to Build Brand Value

What is a core story?

If your communication doesn’t match up with your brand values, your stakeholders will not understand your brand’s offering, and there will be a gap between your brand’s external image and your company’s internal identity. Using a core story is a strategic way of aligning your communication to create a consistent message about your brand.

Your core story is your central brand message and the basis of all your communication. The aim of using a core brand story is to close any gap there might be between your brand’s external image and your company’s internal identity and ultimately building your brand’s value. The story should be relevant and appealing to all of your stakeholders, so they are drawn to it and want to connect with you, your brand and your company.

What are the benefits of using a core story to communicate your brand values?

The benefits of using a core brand story include:
- A platform for basing the rest of your storytelling (and other) communication on, resulting in consistent communication of brand values
- An easy and efficient way of communicating your brand values and your company’s mission and vision
- Stakeholders easily understanding and becoming drawn to connect with your brand values and company
- A way of aligning, enhancing and communicating your marketing and communication strategy
- A way of differentiating your brand and business and standing out from the competition
- A way of engaging your stakeholders in the brand story, resulting in more positive psychological co-creation and word of mouth

Where do you “find” your core story?

The most important criteria for your core brand story is that it must be authentic – either based on an authentic personal story (like what motivated you to start your own company), or an authentic problem (like using fictional characters to illustrate the problem you are solving through your services). A good start on a core brand story for a small company or solopreneur is why you got started in the first place, what your values are and what your mission is with your company – basically your about page on your website.

However, for bigger and/or older companies, more people have had an influence on the brand and have helped co-create the brand through interacting with it. Therefore, the bigger the company, the more stakeholders you want to involve before creating your story. Consumers, customers, employees and others can be involved in creating the story. Through listening to these stakeholder groups’ stories about their experiences with the brand (for example customer reviews), you can create an authentic co-created story that includes the internal culture and external experiences with the brand. Involving a lot of stakeholders in creating your core brand story will also be effective in lessening the gaps in external image and internal identity.

How do you use your core story to communicate your brand values?

Think of your core story as a way to direct the rest of your communication. The articles you retweet on Twitter, share on Facebook or LinkedIn are more valuable to your brand if they have something in common with it (making retweeting web design articles more valuable if you are a web designer). The blogposts you create should establish you as a form of expert in your field of service, in turn making your brand and service more valuable and attractive. Your goal should be to communicate valuable, meaningful and interesting messages about your brand, that your stakeholders can connect with. Basically, before communicating with your stakeholders, you want to make sure that your message is consistent with your story and brand values, so as not to confuse your stakeholders about your brand.

By the way

Fog, Budtz and Yakaboylu (2004) have written a whole book (Storytelling – Branding in Practice) about how to find and use your core brand story, written for larger companies.

The Offerings With Automotive Equipment Distributors

Automotive equipments are tools, lifts, service equipments, and other pieces of machinery that are used to reduce downtime and make lifting handling heavy objects easier during the handling and repair work on automobiles. These are also used for other purposes as well. There are many automotive equipment distributors around the country. The business is highly competitive and the equipments have now begun to make their appearance online as well.Types of Automotive EquipmentThere are different kinds of automotive tools and equipments available for customers. The purchase of these depends of the need and the location where it is used.* Auto Lift Equipment – As the name suggests, these are used to lift automobiles and other material. They allow the mechanics to gain entry into the belly of the automobile easily. The mechanics are able to stand underneath the automobile and make the necessary repairs. They are also used to clean the belly of the vehicle easily. Auto lift equipment comes in the form of two posts, four posts, parking, mid-rise, and turf. The most popular of these is the two posts lift.* Air Compressors – This equipment consists of a pump connected to an engine. The compressors can be horizontal, diesel, gas compressors, duplex, or stack compressors. They are generally used for filling air into tyres.* Lubrication Equipment – This is automotive equipment used to lubricate the various parts of the vehicle. They include oil pumps, grease valves, oil meters, etc.* Service Equipment – Service equipments are a group of equipments that are used to make the servicing of the vehicle easier and quicker. The service equipments that are generally provided by automotive equipment distributors include wheel balancers, booster cables, battery chargers, brake fluid exchangers, paint, body equipment, etc. They are a class of their own.* Tire Changers – Changing tires is always a pain. However, with the tire changing machine, this can be done easily within a few minutes. It also provides accuracy to the placement of the tire.* Exhaust Equipment – Exhaust equipment that is approved by car manufacturers is provided by an auto equipment distributor. The exhaust hoses need to be able to withstand pressure and heat to a great extent and hence standardized products are important.* Wheel Alignment Equipment – Most of the distributors provide wheel alignment equipments of high quality. Hunter wheel alignment equipment is one of the best and the most widely used by most companies and auto repair services.* Other Automotive Accessories – Automobile servicing and repairs require a lot of accessories like jacks, dollies, testers, monitors, hammers, screwdrivers, etc. Automotive equipment distributors provide these in different ranges and varieties.Nowadays, the demand for automotive equipment is on the rise because the number of vehicles coming out on to the roads is by the hundreds on a daily basis. Hence, the numbers of automotive equipment distributors are also on the rise.There is almost one on every street and more are setting up online stores to make the buying and shipping of these equipments much easier.