Storytelling, narratives

[Mimaktsa10]

Every successful brand has its own beautiful story. In many cases, the narratives are linked to the origins of the company: for example, the French cosmetics company Payot was founded by Odessa native Nadya Payot, who developed her own facial care system and opened the world's first school of cosmetologists in Paris.

Past stories are at the heart of the Skoda brand's storytelling, with its founder travelling for a long time with an Indian in his youth. Later, a portrait of an Indian in a feather headdress became part of his company's logo.

Storytelling

Often, such stories are created specifically to reinforce the authenticity of the brand. Storytelling is actively used in the creation and promotion of new brands, since this technique helps to interest the audience and ensure a high level of involvement.

Remember, for example, the cambodia email list project #гдебитынибил from the international payment system PayPal. The company tells about itself through a series of short videos, the heroes of which live in remote corners of the country, but at the same time actively use the opportunities of e-commerce.

Images and associations
To take a stable position in the public consciousness, to become a symbol is the goal of any developing brand. To do this, companies influence consumers through images, both visual and verbal.

Companies that produce fashionable clothes or cosmetics strive to form an association with beauty and femininity. Fashion houses actively use elements of painting and architecture in their identity, thereby convincing customers that fashion is also an art that they can touch.

Thus, Dior dedicated one of its jewelry collections to the Palace of Versailles, which is one of the most famous landmarks in France.

Images

"Male" brands, such as car manufacturers, build their corporate identity differently. The key images here are reliability, confidence, strength, prestige, etc.

The necessary meaning is conveyed not only through advertising materials, but also through the logo. Its shape and color scheme can also convey a certain message.

For example, according to psychologist Louis Cheskin, the McDonald's logo evokes associations with breasts in consumers. That is why the specialist dissuaded the company's executives from developing a new symbol. And although his conclusions are not supported by any research, one thing is clear: that same fast food chain logo is the most recognizable in the world today.

And the three-pointed star on the Mercedes badge, which originally symbolized the company's primacy on land, in water and in the air, is now firmly associated with the highest quality.