By Cristiane Namiuti
A brand’s success speaks to the artfulness in which the story has been executed. Skillful marketing professionals know that at the end of the day, this is what sets you apart from your competition. Constructing a solid narrative traces back to numerous moving parts and signals that aim to, above all, garner consumer loyalty. The story is comprised of both spoken and non-spoken truths, a combination of facts and interpretations that enable the consumer to have an emotional connection. This includes the simplest elements, down to the color of the product packaging.
There are numerous opportunities and strategies to help potential consumers understand what the company stands for as well as the company’s values. Rather than relying on a simple explanation, sharing the story is all about differentiation, and it begins from the first moment when the consumer hears the brand’s name, visits a website, tests a sample product, and so on. This moment should be designed to prioritize the customer in every way possible, and that capacity hinges upon knowing what motivates your potential buyers. The vocabulary, the colors, the images, and the smells have the potential to evoke powerful responses that, in turn, help consumers want to continue telling the brand’s story in their own lives.
About the author: Cristiane Namiuti is a brand marketing and advertising professional. She has built and managed numerous brands with a variety of multinational corporations, such as Unilever and Bare Escentuals. She prioritizes creativity in the workplace and has won multiple marketing awards for her innovation and communications initiatives.