Why Character Matters to Your Brand Story

A little while ago at The Soapbox, we started talking about who we wanted to be as a company, what values did we support, how would we tell our story? This discussion transformed into a series of weekly themes in which we really fleshed out, for both ourselves and our audience, what we meant when we threw around words like listening, branding, character… It’s probably no surprise that we’ve learned a lot about what our opinions really are on these topics by taking these deeper dives into their depths.

So why DOES character matter to your brand story? There is a wealth of information available today (in fact many would argue, there is too much available) and it can sometimes be overwhelming to parse out what really matters, and what you should really be focusing on when developing your brand.Let me help you out a bit. Character can be defined as, “the mental and moral qualities distinctive to an individual.” Character is who you truly are when everything that is superficial and temporal is stripped away.Character can also be tested when we encounter difficult situations (like building a business or starting a new adventure).

“You may encounter many defeats, but you must not be defeated. In fact, it may be necessary to encounter the defeats, so you can know who you are, what you can rise from, how you can still come out of it.”― Maya Angelou

Character matters to your brand story, because in building an authentic brand, your client should be very aware of who you, as a business, truly are.People are tired of being disillusioned and treated as if they are ignorant. They want to be validated. They want to be respected. They want to feel that they matter in a very real way to the brands they support.If you put your audience first, they will see the strength of your character, and you will, in return, will earn their unshakeable loyalty and trust.And really, isn’t that a much better way to do business?We think so.