As a graphic designer understanding a brand and their consumers is an important part of the design process, it allows me to create visual content that embodies the personality and values of the company successfully. This appreciation for brands has followed me into the IMC program where I am now learning more about Content Marketing. Just recently one of my professors invited Rob Howard, a Senior Strategist at Cult Collect Ltd., to talk to us about the importance of Brand story telling. Rob spoke about how we are hard wired for stories. Storytelling was one of the first ways we communicated our thoughts and ideas. When people receive information they are more likely to retain it if it is presented in a way that connects with them.
Below is a video I found by MSLGROUP that talks a little more on how valuable this method of sharing can be.
MasterFoods Australia is a company who’s mission is to bring life to your dinner table with their food products. As a designer, I feel the overall branding of the company needs work but thats a whole other animal. What I admire about MasterFoods it that that company really understands their customers and they has begun to implement some pretty great strategies to reach them.
Recently campaign has been created by the company to inspire busy families to take a step back from the distractions of everyday life and look at the what really matters in their live.
The company traveled through out Australia asking parents and children one question: “if you could have dinner with anyone living or dead who would it be?” The responses were humorous and heart warming.
#MakeDinnerTimeMatter The campaign touched people around the globe nd resonates with the majority of busy families, it really encourages people prioritize their family.
I encourage you to click on the link below and watch the video:
A good brand story is a reflection of how the customers experience and feel about the product. When a company chooses to disregard the feelings of their customers or there is a disconnect in translating that over into a successful campaign companies can receive a damaging amount of backlash from consumers. Because we live in digital age a lot of times companies will quickly erase, alter or change their campaigns quickly so it takes some digging to find a really great case.
Instead I will give you some food for thought today.
What if you don’t have a story?
Or What if you have a story and its boring as hell?
Brand story telling is very popular right now but is it for everyone?
We all have stories but are those stories always something we should share?
In the video below designer Stefan Sagmeister shares an interesting opinion.
Not everyone is a storyteller and thats not a bad thing. You need to recognize your strengths and approach your strategy differently. Not everyone has a compelling or inspiring story to tell so if you don’t have one, don’t make one up just because its a popular trend and successful for some. I found myself some-what agreeing with his statement.
You can always find a story to tell and attempt to appeal to users through their emotional connection with your brand but its very important to think your concept through and come up with something that is genuine and impactful. The purpose of brand story telling is to connect with user experiences and feelings. Successful brand story telling is not meant to manipulate consumers into buying your product.