Creating a brand legend at KOLORO is:
A brand story is a fascinating story about a product or company . A brand story helps to strengthen a company’s market position and increase sales. More about the impact of a legend on customers’ feelings, as well as 7 examples of successful brand legends (from cosmetics to cars) can be found in our article.
Writing a brand legend will allow:
- emphasize a unique selling proposition;
- Form the “personality” of the company or brand;
- make the brand tangible.
Brand Story:
- creates a strong emotional connection between the consumer and the product;
- increases consumer loyalty to the company;
- sets the company apart from the competition.
The brand story should:
- to be interesting;
- consistent with the positioning concept;
- harmoniously display a unique selling proposition;
- take into account the characteristics of the target audience.
A brand legend can be articulated in both verbal and graphic elements. The greatest effect will come from using all the tools to convey the legend to the consumer.
YOU GET
5 legend concepts to choose from
Visual reinforcement of the legend
Guarantee of uniqueness of all elements
A compelling story (from the CA’s point of view
Fascinating brand storytelling
5 legend concepts to choose from
Visual reinforcement of the legend
Guarantee of uniqueness of all elements
A compelling story (from the CA’s point of view
Fascinating brand storytelling
5 legend concepts to choose from
Brand legend: the price depends on factors such as
- The complexities of marketing objectives. If you need to significantly increase sales and take a significant market share – the cost of creating a brand legend will be higher.
- The level of competition in the market. The higher the competition – the harder it is to come up with something new, to find a free niche.
- The territory in which the product is to be promoted. The price of a legend for a regional brand is lower than for an all-Ukrainian brand. If it is planned to export abroad – the cost will be even higher. For the European or Asian market, additional research will be needed, checking the semantics of words, studying the internal specifics of the region, etc.
Every project is different. To find out the cost of creating a brand legend, and understand how the price is formed – click “calculate project” (upper right corner). Our manager will contact you and discuss all the details.
Developing a brand legend: stages
- Target Audience Research. Our analysts will draw up a consumer portrait to study the way of thinking, core values, habits, stereotypes of the audience. Example: research of ice cream consumers in Ukraine.
- Competitor Research. We will analyze your competitors’ brand legends to identify vacant niches. Example: analyzing the brand platforms of tea brands.
- Brand Platform Analysis. KOLORO’s marketing experts will map out the pros and cons of the brand, review its history and key features to build a positive image through brand lore.
- Creating 5 brand legend concepts. At this stage, we directly develop a unique and compelling story that will become the brand’s legend. It will incorporate values and ideas that are meaningful to the potential consumer and harmonize with the company’s history.
- Presentation to the customer of 5 concepts and selection of one of them.
- Finalization of the selected concept.
It should be taken into account that the development of a brand legend is impossible without a clear positioning concept and a unique selling proposition. A brand legend is developed based on these elements. If your product does not yet have a developed positioning concept and UTP, KOLORO experts will be happy to help you solve this problem.
What is the purpose of a brand legend?
The legend is a deployed version of positioning and reveals the unique qualities of the brand. The brand story is used in all further internal and external communications. Legend is one of the promotional tools as well as the basis of the advertising concept.
The brand legend will help you
- Improve the company image and popularize the brand.
- Increase customer loyalty.
- Gain loyal employees and strengthen the company’s team spirit (corporate brand legend).
- Gain the trust of future partners and counterparties.
- Expand brand boundaries, increase sales and market share.
- Contribute to the successful promotion of the brand.
What are brand legends like?
There are no strict criteria and rules for creating a brand legend, each story is completely individual.
At the heart of a brand’s story can be:
- historical facts – age-old traditions, historical events, legendary places, history of the company’s foundation, socially significant events related to the brand;
- real events – authentic events that have influenced the formation and development of the company;
- fabulous origins – fictionalized interesting stories, usually related to the origin of a product or company.
9 models for creating a brand legend
- Sketching the consumer’s lifestyle. A legend that conveys a real-life situation that occurs in the process of consuming a product. No make-believe or fantasy. Example – a snapshot of a happy family gathered around a table to try your product.
- The real story. The legend is based on a story that actually happened to the brand. For example, the famous Pampers diapers were invented by a caring grandfather Victor Mills for his granddaughters. Whether it is true or fiction of marketers is still unknown, but the legend 100% conveys the main idea of the brand – care for the youngest.
- Lifestyle. Reflecting the lifestyle of the brand’s target audience. For example, the fantastic legend of the Axe-effect is built around the fantasies and desires of the product’s CA.
- Fantasy Legend. At the heart of such a story a situation that is virtually impossible in real life. For example, the purple cow that produces the milk for Milka chocolate. This legend confirms Milka’s UTP – alpine milk in chocolate.
- Creating a mood. The legend emphasizes emotional impact, such as feelings of love, tenderness, beauty, femininity, etc. For example, TM Korona’s passionate advertisement for a limited edition leopard chocolate package. Or the brand legend Raffaello – the perfect romantic gift.
- A symbolic character who acts as part of the legend. If you see a Quickie bunny, no other associations than Nesquik hot cocoa will occur to you. Another example is the popular Red and Yellow chocolates, in which everyone immediately recognizes M&M’s.
- Emphasis on technology. A communication message that builds on a unique technology to create a product or utilize unique ingredients in a composition. Often used in commercials for tea, coffee, very relevant for alcohol.
- Scientific Facts. A legend that is built on real and provable facts. For example, TM Ridna Rosa informs us that its vodka does not contain glycerin and other harmful substances – and this is a scientifically proven fact.
- Evidence in favor of the product. Testimonials from satisfied consumers, recommendations from famous personalities or mass popularity. For example: 80% of study participants noted that wrinkles and fine lines became less noticeable, (skin was clearer, product lasted longer, etc.).
What do you get when you order brand legend development from KOLORO?
- Increase in sales and market share.
- Increasing brand awareness and improving the company’s image.
- Increased brand loyalty (will affect both consumers and job seekers).
We will develop a legend for you, which we will prescribe specifically for the target consumer.
KOLORO agency legends are equipped with objection removal tools, making them more competitive.
Because KOLORO is a full-service agency, we can immediately create visual supporting imagery for the text legend.
Contact us and turn your product into a brand. To order the development of a brand legend write us an e-mail or call our manager.
