Brand storytelling is a powerful, effective packaging strategy used to connect with consumers and leave a lasting impression. With brand storytelling, the devil is in the details in the sense that the more personable and honest your message is, the more effective it will be. But not all brand storytelling is created equal. Here’s how to make sure yours works for your packaging design while staying true to your brand, business goals, and company culture.
Identify and Position Your Brand’s Soapbox Qualities
It’s easy to define what brand design should stand for—honest business practices, transparency, quality customer service. It’s more challenging to take a critical look in the mirror and identify what your brand stands for from a consumer’s perspective. If what consumers think your brand represents is different than what you think your brand represents, you have a brand storytelling problem.
“Your brand story is more than what you tell people. It is what they believe about you based on all the signals your brand sends out,” says Deborah Shane for Small Business Trends. In order to identify your brand’s soapbox qualities—the characteristics that are worth sharing loudly and proudly—it’s important to ask tough questions and project honest answers in your storytelling. Go beyond the company mission statement to interpret how values, ideologies, and culture are expressed on a day-to-day basis and how your brand projects those qualities to consumers through your packaging design.
Brand Storytelling Is Design with Heart
Remember, successful brand storytelling requires more than inserting bits and pieces of your company mission statement into marketing content. Consumers connect with unforgettable stories that sew company values into the fabric of great design. That’s why it’s important to approach brand storytelling like you would any dynamic product packaging campaign. This means you need to take advantage of different mediums and platforms, adapt design elements to reach your audience through those platforms, and make sure your message is consistent across the spectrum.
Repurposing strong content that tells your story well, with honest emotional resonance, is a great way to move brand storytelling between mediums. Try using intriguing elements from your company history in your packaging design or crafting design elements around inspiring talking points taken from a CEO interview.
Brand Messaging Consistency is Crucial
The storytelling element of an effective brand messaging design concept or content snippet should never be an afterthought tacked onto the end of an already formed packaging message. Similarly, a design element, direction, or concept isn’t as strong or impactful without that authentic consistency built into the backbone of your packaging storytelling. Today’s consumer is marketing message savvy and quick to pick up on tactics meant to deceive or trick them into acting a certain way. They know when product packaging is putting on a show, which is why authentic, consistent brand storytelling is so effective.
An exceptional copywriter can create storytelling consistency across all of your company’s packaging designs by:
– Telling relatable, true stories
– Being specific about company values
– Keeping brand messaging simple
– Appealing to emotion
– Sharing success and failures
The most essential piece of the puzzle, regardless of the medium or message, is the authenticity. Let consumers know you’re not hiding anything, and they’ll appreciate the honesty and want to connect with your story.