Development of Brand Identity Narrative Framework Using Heroic Myth

Abstract

Background Small and medium-sized enterprises (SMEs) have difficulty building brand identity due to the lack of branding capability despite their excellent product capabilities. As the interaction between companies and customers becomes more active, establishing a relationship that can share values based on empathy, is becoming more important. Therefore, the purpose of this study is to propose a brand narrative framework for building corporate brand identity. Methods In order to achieve the purpose, a brand narrative framework was constructed based on a review of three basic theories: brand identity, story model, and story-based narrative elements. Through two workshops, a brand identity narrative framework was proposed. Results The narrative characteristics of the framework are identified as (1) acceptance of the hero narrative master plot, (2) discovery of the typization of heroes and higher values based on customer interviews, (3) discovery of the typization of mentors as helpers and gifts, and (4) exploration of foundational competencies and real-world elements in the context of brand narrative. Based on these characteristics, a framework was proposed including the process of discovering corporate identity narratives. Conclusions The brand identity narrative framework was proposed that the utilization company can easily apply, including the narratives elements and processes for building the brand identity. The biggest feature of this study is that Sachs' story model was applied to derive brand identity value, and foundational value was introduced as a new element. Through this study, it is expected that SMEs will discover their own identity story and organize narratives to help build a brand identity that resonates with customers.