Main types of legend:
1. History of the brand (company creation or product origin). This kind of legend is the best to work on the real facts. Although, in accordance with the brand positioning, the reality can be supplemented a bit.
2. History of the brand philosophy and values. It can be told on behalf of the brand creators or, vice versa, ordinary employees. Direct speech revives the history and makes it more authentic.
3. History of emotions evoked by the brand. Emotions can be described by people or evoked by the text itself.
Can the legend be a tribute to the product advantages? It can. However, it is better they will be revealed or mentioned in the story about something more important for the customer capable of evoking his/her sincere interest or emotional response.
It is important to keep in mind that the brand legend, like in positioning, should revolve around a single idea. If to describe all the brand characteristics and attributes in an artistic way, the consumer will not be able to remember the essence of the text, and thus, the brand positioning.
An example of legend for a fast food chain:
«Glowsubs is a city fast food chain. The First café was opened in New York in 1958 by two brothers who were inspired by the idea of creating a universal formula for preparing the perfect submarine sandwich right in front of visitors. The brothers claimed that they were the first to allow visitors to choose the ingredients for their subsandwich, with which they constantly experimented.
The result was not long in coming: GlowSubs began to gain popularity quickly and over the past 20 years, the cafe chain has spread far beyond Central Park. Everyone liked the new sandwiches, in no small way because cafes were always in places where the action is and where you can feel the heartbeat of never sleeping city.
In 2013 we decided to rekindle the legendary brand in our country.»
An example of legend for a jewelry brand:
«Once, sitting on the terrace of a street cafe in a southern country, I saw a dragonfly. This tiny creature encircled a huge flower, hanging in the air from time to time. I thought: «What an astonishing freedom and such perfection!» I was suddenly seized by light-minded, elevated mood, and I went for a walk along the narrow streets of the city, bought without any thought a gold trinket from the merchants — a ring, and chatted on the phone with a friend in Russia for an hour, regardless of the cost of the call. I have been wearing this ring for many years, and I often smile, remembering that day.
I wondered why we so rarely act on impulses? Why are we afraid to be light and happy? After all, right now, today, here you can go for a walk around the city and buy yourself something beautiful. For example, a jewel from Van Gold.
Van Gold is a unique company that allows you to choose jewelry with ease, without doubting the authenticity, not embarrassed by the price. It’s so easy to buy something beautiful and wear it with joy.»