A brand exists in time because we exist in time. It has a past, a present and a future.
Okay, a completely new brand has no past. But all other brands have a past, a history. They have a backstory.
As consumers we don’t forget out past experiences with a brand. Or what we heard about the brand from friends, movies and, yes, advertising. For example, I never owned a VW bug. Even so, I have many strong memories and associations with the brand. My impressions range from the hazy recollections of seeing cars on the street to a vivid memory of going with my daughter to see the Lindsey Lohan movie “Herbie Fully Loaded”.
Therefore the brand story needs to have a past, a present and a future: yesterday, today and tomorrow.
The art of creating a compelling brand story is to talk about about today, but weave in the strongest elements of the past. Then it needs to have a forward leaning element so that we want to know what tomorrow will bring, we want to turn the next page. There is always another chapter to be written in the story of a brand.
We use this framework of a past, present and future to update the Covenant House brand story. We use language that is vivid, alive, evocative. The story matters because the stakes are so high. This story has the power to save the life of a teenager.
The brand story does not stop here. It goes layers deeper. Within the Covenant House brand story are all of the life stories of all the individuals who have ever been touched by the organization. Each story will break your heart.
The next post is on renewing the covenant through renewing the visual identity.
In the meantime, consider making a donation to Covenant House this year. It can save a life.