Let Rebranding Tell Your Story

What makes Superman so super? It isn’t the suit or the cape. It certainly isn’t the artist who draws the latest comic book, or the actor who wears those colorful tights. It’s the story. It’s what he does, not who he is. Being mild-mannered Clark Kent in real life has never been important. Being able to leap tall buildings in a single bound is what counts.

This is why every brand needs a story. Catchy slogans and bright colors may attract attention but they don’t create loyalty. They need to be supported by the story of a great experience. Whether it’s a hotel, a bank or a medical center, each needs to be the very best at what it is. The softest beds, the best interest rates, the finest doctors. People don’t scan the internet looking for the sixth-best place to have a heart defect repaired. And claiming to be the best won’t work. Too many organizations have claimed innovation but delivered imitation. There has to be a real story behind the claim. Sincere. Compelling. Enduring.

Your story is the basis for your rebranding method and each method is unique to the brand. It lifts your claim, your story, to a place of value among consumers. This isn’t a one-size-fits-all world. Your method has to be directed precisely at the people you want to serve. It has to strike a nerve.

The method you choose to tell your story may be based on data, for example, a medical center that highlights outcomes, patient satisfaction, staff expertise or national rankings. Or it could be based in imagery, to emphasize the styling and luxury of an expensive automobile and the culture that accompanies ownership. Or it could be based on personality, the one-size-fits-only-me story of a brand that prizes individuality over conformity.

Ultimately, the rebranding method has to tell your story, to convey not just your product or service but the experience that goes along with it. It’s what will keep Superman flying high for years to come – and people lining up to watch.