Crafting a brand story

As I said before, I am responsible for Aspira promotion. My first assignment was to write the compelling story for the brand, which will attract the target audience and  service as an emotional bridge between the company and its customers.

First step, to craft a good story for Aspira was understanding how it looks a charming story and what it has. So I have read some articles and books, which describe how to craft a good brand story, what kind of elements make an interesting story.

The second step was research of Aspira competitors, to understand what story they use, what is a foundation of their story and how they promote it to get audience attention. It also helped me to determine disadvantages of their story

In the next, I have emphasized the features of Aspira business to use them in crafting a brand story.  For example: one of the features of the company is handmade products, which are made from 100% natural materials as felt and sustainable leather. The technique of production and pattern of the products is the cultural heritage of Kyrgyz people-nomadic people, who have been living in Central Asia. Another feature is a social business.

Therefore, I have used the company’s features, disadvantages in the competitors stories and tips from articles to crafts a good story for Aspira. The cultural heritage serviced as a fundament for creating charming brand story, which will help the company to distinguish itself from others and touch the hearts of the target audience.