Branding Personalized. It’s a story as old as the ages.

Branding needs a story—coherent documentation, including the facts and feelings formed by your brand. Unlike traditional advertising, which is about presenting your product, a story must incite an emotional reaction. Building a successful brand means affecting the heart. You need only to look at Hollywood to know that stories sell. Your consumer’s emotional response to a brand has a far greater influence on their expressed desire to purchase a product than product characteristics. This is recorded by a factor of 3-to-1 for television commercials and 2-to-1 for print ads. Research reveals that positive emotions toward a brand inspire higher consumer loyalty than common considerations based on a brand’s attributes. Good design can be powerful, but stories are essential.

It’s about you and me.
Your story needs to be personal. Visuals that linger outside that narrative fade quickly and fail to gain traction. Identify directly with your customer, their challenges, their needs. Let them know you suffer as well. We are deluged daily with information, and much of that information reaches us in the form of narrative. Our mind forgets the vast majority of what it experiences. Feelings make impacts. And attaching a feeling to a narrative encourages memory. The human brain responds to the power of stories in deeply affecting ways. Reading a story is to feel an experience and synchronize our minds with the subject of your tale. Tell a solid narrative, and you’ll leave an emotional mark on someone tough to forget. For brands selling a product, storytelling is often told best from the customer’s perspective, showing a uniquely successful brand interaction. Your plot should carry this out, either by showing a user benefitting from the brand promise, or by showing the brand promise carried out in the served community. Feelings are what really motivates the purchasing behaviors, and also decision making in general. Only presenting the properties of your product you will likely generate inadequate results. And the poor results you receive are because you are completely missing the subconscious, human element in the decision-making process. Humans are driven by feelings.

It’s Our Story.
Your consumers will respond more positively to people more than corporations. Make your story personal, make it fun, inspire, and, most importantly, be authentic. The decision to purchase a product is determined by several factors of time and cost, a blend of emotional, rational, economic, and social factors. But the greater focus on emotional rather than rational brand values, the greater chances of a product selling because purchase decisions are influenced by emotions. We want to build brand loyalty, a relationship with consumers. If you want to determine how a consumer feels about your service or product, give them an experience that inspires the intended feeling. A way for a customer to experience your product is by sharing a strong customer account. Studies have shown that stories can stimulate the brain’s region that processes sights, sounds, tastes, and movement. Contrast this approach to a salesperson delivering a data dump in the form of a 75-page PowerPoint presentation. That’s not very personal. So, tell your story, make it personal, or even better, make it a shared experience that involves you and your customer’s desires, passions, and challenges. This will result in not only a faithful customer, but maybe even a loyal friend as well.

“Good design can be powerful, but stories are essential.”