These can be tangible (people, factory, shops) or intangible (knowledge, reputation, community). For Coca-Cola, it’s their secret recipe. For Harvard Business School, it’s the case study method. For Hermès, it’s the ateliers all over France. Ideally, such resources are unique to your brand.
“Even employees and managers sometimes fail to see the full range of assets at their disposal.”
Keep in mind that…
Making a list of your brand’s resources is a straightforward process. Anything that is seen as a differentiator, anything that can be marketed as a positive asset can fit into the category. Of course, not all resources will end up being featured in the story. But the simple act of considering every element of your company under the prism of “how can I use or market this?” can completely change your viewpoint.
Even employees and managers sometimes fail to see the full range of assets at their disposal. Intelligence reports compiled by the Sales department don’t always find their way to Marketing or to the CEO’s office. Senior factory workers’ knowledge and know-how is not always fully utilised before they retire. That’s why it is important to involve people from different backgrounds and departments in the storymaking process.
Brand Storytelling Handbook
Many companies proudly list their resources like a checklist, believing that a long list will automatically appeal to their audience. Just because a company has “patented technology,” “great customer service” and a “long history”, customers should buy their products. Unfortunately, that’s not always how it works. Unless you have a slew of unique and extraordinary assets, chances are your competitors’ checklists look a lot like yours. You need to use your resources in the context of your story, turning bullet points into meaningful assets.
Questions to ask yourself
- What patents or trademarks does your company have?
- What skills are unique to your company?
- Is your brand hero using all available resources to reach its ideal?
- Can you leverage common resources that your competitors take for granted?