Power of Brand Storytelling Through Design.
As a young child that grew up from the slums of Aba in Abia State, Nigeria, I was always captivated by the idea of TV sets though we couldn’t afford one then. I loved the colourful world of television whether it was the latest episode of my favourite cartoon, an exciting commercial break, or even the flashy opening credits, I was always glued to the screen. My love for TV shows and advertisements went beyond mere entertainment; it shaped my perspective and sparked my passion for design.
I was fascinated by the way characters were introduced, the way stories were told, and how products were sold. I was also captivated by the vibrant colours, imaginative graphics, and catchy jingles that made the shows and ads so memorable. I felt a sense of wonder and excitement every time I saw something new and creative, and I knew that I wanted to be a part of that world.
As I got older, my love for design only grew stronger. I started to pay closer attention to the details, studying the way brands used typography, imagery, and storytelling to convey their messages.
In this article, I will explore the reasons why incorporating storytelling into design is poised to revolutionize the way companies approach branding, and why it is becoming a crucial skill for brand designers to master in the near future..
…..drum rolls…..🥁
What is brand storytelling?
On the Scribewise blog in Brand Storytelling, Defined, Kaitlin Loyal offers this good definition:
Brand storytelling is using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers.
Breaking down the key elements of the definition, she writes:
- “By narrative, we mean storytelling elements. A story includes characters, setting, conflict, rising action, climax, and dénouement.”
- “By what you stand for, we mean the essence of your brand. It’s not the product you sell, and it’s not to make money. It’s the driving force behind your business, and it differentiates you from the competition.”
- “Values are the character traits of your company that define it. A company’s values are the best behaviours of your best employees on their best days.”
In 2021, I became passionate about storytelling through my work with Bryan on the #ProjectMuteYourMic branding project for Clubhouse.
Our successful creation of a cohesive and meaningful brand storytelling in #ProjectMuteYourMic garnered us ample opportunities, recognition, and numerous job offers. This made us understand how infusing stories into design crafted a solid narrative around the project.
- One of the key benefits of using design for brand storytelling is that it allows companies to communicate their message in a visual and easily digestible way. People are naturally drawn to visual information, and design elements like images and graphics can quickly grab their attention and convey a message in a way that text alone might not be able to. This can be especially effective in today’s fast-paced, digital world where people are bombarded with information and often have short attention spans.
- Another benefit of using design for brand storytelling is that it allows companies to create a consistent look and feel across all of their marketing materials. This consistency can help to build trust and credibility with consumers, as it shows that the company is professional and has a clear and well-defined brand identity. It also makes it easier for consumers to build a personality around the brand. For example, a company that values environmental sustainability might use earthy colours and imagery, while a company that values innovation might use bold, futuristic design elements.
- In order for brand storytelling through design to be effective, it’s also important to take the target audience into consideration. The design should be tailored to appeal to the target audience and should be used to communicate the brand’s message in a way that resonates with them. For example, a company that targets young, tech-savvy consumers might use sleek, modern design elements, while a company that targets older consumers might use more traditional design elements.
- Define your brand’s values and personality: Before creating any design elements, it’s important to define what your brand stands for and what kind of personality it has. This will ensure that the design aligns with the brand’s message and that it is authentic and genuine.
- Research your target audience: Knowing your target audience is crucial to creating design that resonates with them. Research their demographics, interests, and pain points to create design that speaks to them and addresses their specific needs.
- Create a consistent visual identity: Establishing a consistent visual identity across all of your marketing materials can help to build trust and credibility with consumers and make it easier for them to recognize and remember your brand. This includes creating a consistent color palette, typography, and imagery.
- Use storytelling in your design: Use design elements such as images, graphics, and typography to tell a story that communicates your brand’s values and personality. This can help to create an emotional connection with consumers and make the brand more memorable.
- Use design to differentiate your brand: Use design to differentiate your brand from your competitors and to communicate the unique value that you offer. This can help to establish your brand as the go-to choice in your industry.
- Test and refine your design: As with any marketing strategy, it’s important to test your design and see how it resonates with your target audience. Use feedback and data to refine your design and make it as effective as possible.
- Keep your design updated: Keep your design updated to ensure it stays relevant and keeps up with the trends in your industry. This will help to keep your brand fresh and engaging for your target audience.
In conclusion, brand storytelling is beyond just telling stories, storytelling is an art. Like art, storytelling requires creativity, vision, and skill. It is a powerful tool for companies to connect with their audience and establish a strong, memorable brand identity.
By using design effectively in storytelling, companies can create a consistent look and feel across all of their marketing materials, build trust and credibility with consumers, and increase brand loyalty.
Thanks :)
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Tip off: we are working on another passion project #AutoX 2023, It’s a documentary + brand design project on Futuristic Automobiles.
