Crafting the Right Personality for your Brand.
More and more brands are concentrating on developing a sense of personality in order to connect with their market. But many end-up with a similar, whimsical style. Creating a unique personality that is on-brand is not always easy to do.
Every Gesture is an Opportunity to Create Meaningful Brand Communication
I’ve previously written about my memorable brand experience staying at Casa Camper in Barcelona. This morning I received an email from my friends at Casa Camper and the picture of Casa Camper in Berlin caught my eye. The architecture of the hotel itself has become a part of the brand experience. The room numbers prominently visible on the windows create a wonderfully theatrical, random checker board, but the placement of the restaurant, and specifically the sense of a communal, shared dining experience speak of the brand and sense of place the folks at Camper are wishing to project. It’s enough to make me wish Ich bin eine Berliner.
With apologies to all Berliners for my butchering of your fine language.
Dave Ansett, Brandamentalist
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Designer of Brand Theatre.
Heritage is great thing for a brand to have, it endows the brand with a believability and reality that’s nearly impossible to fake. When creating a brand we always try to create a brand story, it’s the first step in generating a heritage. A good brand story doesn’t have to be real, but it does have to be authentic, what’s the difference you may ask?
What Makes a Compelling Brand Story?
In a recent spot created for MercedesBenzTV the German luxury car brand designed a wonderful piece of brand story-telling. As neatly defined by Chip & Dan Heath in their book Made to Stick, the most appealing (‘stickiest’) stories are those that are: • Simple; • Unexpected; • Concrete; • Credible; and • Emotional. When you apply these five principles to stories that align with your key messages, you deepen the emotional bond between your customers and your company.
