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Transcript
Building a brand story is a way to keep your readers, viewers, clients, people around you engaged. If the story is not clear, people are likely to wander off. On web people are likely to bounce from your website. Overall if it’s not a compelling and engaging story that is clear, people will not remember it. It’s always helpful for me and creatives in our studio to think about beginning of a story is like opening the front door to a new world or it’s like arriving at a party and introducing somebody with smile, with open gestures and your body language. Every every movement that you make in that initial meeting to a person, to a product or to a brand is going to dictate how well they remember you and how they felt around you. I think that they say that it takes only three seconds to create a good feeling for a person. And that story is really true for what your visuals look like when you maybe receive a first business card or smile at a person for the first time or don’t smile at a person for the first time. That’s a really important note to make whenever you’re making an initial engagement with people, products or brands that you’re working with.
Having a giant piece of paper where you can clearly define the beginning of your story and the end of your story. And then creating channels in between for how you’ll continue telling that, building it, letting it fall at certain times, build it and then eventually let it end. In terms of design and building a brand identity for us, the initial parts of a story are first engagement, first phone call, the business card, Instagram introducing whatever the product or thing is. In the middle part of the story develops into the product and the brand story from a design standpoint that involves typography. It involves strong captions, good headlines, beautiful, well-written copy, color shifts and changes that keep the viewer engaged, imagery, packaging systems that go out into the world and people receive at different points and letting that lead into an engaging and that people will remember you by. It could be anything from a follow-up phone call or a thank you note, something written in that goes into the mail that really reminds people of what the whole story was in the first place and why it’s so important. And engaging into a story is an important one to remember because it is going to remind people of the story in the first place. And for us and me in general, somebody who enjoys lighthearted experiences, a sense of humor, sometimes ending on tidbits, sometimes ending on fun facts about the company or the experience at hand is a really compelling way for people to remember not only the big idea but small moments in between as well.
Examples you worth knowing
Now that you’ve learned all about creating a clear and engaging story, let’s look at some interesting examples of successful brand stories below:
- Apple: In Apple’s brand story, Steve Jobs has famously said, “it’s better to be a pirate than to join the navy,” and that attitude brought about a lot of Apple’s most significant product launches. The secret to their brand is taking risks and that shows in their brand story.
- Tom’s Shoes: In Tom’s Story, the founder is said to have “witnessed the hardships faced by children growing up without shoes” while traveling in Argentina in 2006. “Wanting to help, he created Toms Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need.” The story works because it is genuine, cares for others and brings about an emotional connection to the audience.
- Uber: Their story is to change and evolve the way the world moves. How? “By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.” Their story works and their brand successful because they truly have redefined transportation.
