Our job as brand consultants and brand designers is to look for interesting and meaningful ways to help our clients tell their story.
Whilst our work is often represented in a visual form, we spend a great deal of time working on the script. The background story is what’s important to a brand and its product or service.
Picture this; two watches are available to buy on a popular website. These watches are identical in appearance. They are labeled 'Watch A' and 'Watch B'.
On reading beyond the generic product information we discover that a Swiss watchmaker, who has spent the last 40 years learning his trade, made Watch A by hand. This watchmaker lives in Geneva and his father before him was also a watchmaker. Watch A took an estimated 320 hours to produce.
Watch B has a different story. When conducting some further research, we discover that Watch B hails from a market stall in a bustling Thai city. It's true point of origin is unknown. We have to use our imagination to fill in the gaps in Watch B's story.
Which watch do you want now? Which watch are you likely to pay more for? Which watch do you trust? Which one is likely to make you feel more special?
The point I hope I’ve illustrated here is that aesthetic only counts for one part as we look to build engaging brands.
When shown an object, given a food, shown a face, or introduced to a business or service, our assessment of how much we like this, or how valuable it is, is affected by what we are told about it. The story matters.
How are you telling yours?