When do you strike the right chord?

In an earlier Perception, we wrote that a full rebrand is not always the solution. In fact, sometimes not rebranding at all is the better next step. Because what is really needed is for a brand to learn how to express itself clearly in words. So that, in one go, it becomes clear why this brand matters and why it is relevant in the market.

A brand manifesto or brand story as part of your brand identity is, in our view, a strong way for a brand to speak up. Developing one forces you to be concise, strip away unnecessary noise and get to the core. And having a clear core is vital for a brand. For your audience, and certainly for the organisation internally as well.

Finding that core and then being able to communicate it well gives a brand a great deal. Our Perception Brand manifesto, nonsene or a good story? explores this further and highlights the added value of having a brand story.

But finding the core is only the first step. Striking the right chord is the second. And that is exactly where things get interesting.

So when does a brand story truly land, when does it actually strike the right chord? We almost never get there in one go. Sharpening, discussing, adjusting, feeling frustrated and racking your brains all over again are part of the process. Going back to the drawing board is not an annoying delay in the end, but a necessary step in deepening the story. Because a brand story should not only be right in substance, it also needs the right flow and the right sound. For the market, for the audience and for the people who work with it every day.

A good example is the brand story we developed for Natuurkampeerterreinen. Natuurkampeerterreinen is not a physical product or a simple service, but an organisation with a clear place in a specific segment. It speaks to a relatively niche audience of holidaymakers with distinct ideas about nature, peace and quiet, and treating their surroundings with respect.

And it is not just about nature camping itself. There is also a clear conviction underneath it: that we should cherish what surrounds us, take care of it and, sometimes, be willing to give something up. That is precisely what makes the brand story more interesting, but also more daring.

Nature camping is not necessarily for everyone. Like-minded people are the ones you want to reach first and foremost, but you also want to make it clear to that other kind of holidaymaker what your brand offers, or does not offer. And on top of that, there is an overarching message: the brand’s intrinsic drive to put nature first.

This is exactly where striking the right chord becomes so important. You want to make clear what you stand for, why you are relevant in this specific market and where you draw the line. But you also want to tell that story in a way that does not come across as arrogant, too strict or exclusionary. It is a delicate balance.

By now, you may be curious to see what we developed for Natuurkampeerterreinen. You can view the result below (in Dutch). In a creative session with the team and the Supervisory Board, we first gathered valuable ingredients. By sharpening the brand values further, we were able to define the core of Natuurkampeerterreinen more clearly. Then the real work began: writing, refining, discussing, adjusting, getting frustrated and racking our brains all over again. Until it clicked:

The brand story for Natuurkampeerterreinen became an inspiring and distinctive story that resonates both inside the organisation and beyond. It helps Natuurkampeerterreinen make their communication faster and sharper, and offers inspiration for further developing and applying their tone of voice.

Before writing, we developed a clear structure so that every ingredient would have a logical place. From there, we searched for the right flow, words and tone. A story that evokes the feeling of nature camping, shows what is at stake, makes clear what you can count on, and invites people to become a conscious part of it.

Because you do not strike the right chord when a brand story merely sounds good or is only correct in substance. You strike it when the story truly lands. When the organisation recognises itself in it, and the outside world understands why this brand matters. And who it is for.

To get there, you have to refine, wrestle with it, discuss it, adjust it and look at it again. That is not a delay in the process, but exactly the work needed to make a brand story truly ring true. And once you have struck that chord, it becomes indispensable to your brand.

Wondering whether we are the right agency for you?

We would love to sit down with you and explore where your brand can strike the right chord.