A guide to designing brand stories for designers

Think about the products that you are always willing to pay for. What did it promise you? What makes you feel better at something about this product? Does it feel like a portrait of your inner longing? At the heart of every successful user experience, there is a story of creating brand value. Customers use our products because they provide answers to the subconscious desires of the customer. Think about the product you're using, how it satisfies some of the following cravings, or even more: become independent, and make others look at you less stressful, and easily express yourself, Showcase your uniqueness and start a new role or position in your life improve your relationships with others seek security and stability optimization your use of time and resources is known as a true growth of human beings a powerful brand story that helps to convey a certain value added to the customer. In essence, when the user thinks of you, the brand is just a story he recalls. Because this story is made up of every aspect of the user experience, as a designer, our duty is to draw a clear picture of how each scene unfolds. However, when I work with more than 90 tech startups, they come from a variety of industry backgrounds that you can imagine. I've noticed that for most of us it's not easy to tell a story. So I designed a simple tool: the brand story board. Brandstoryboard.png by completing these scenarios, you will answer the key questions behind some of the brand stories. While we fill out the storyboard, consider it. 1. In the past ... In this scenario, you will describe your user personas. Who is the protagonist in the brand story? What does he/she look like? Why it matters: knowing your users will give you more emotional design options. It also helps you determine the ideal audience for all kinds of communication, which is closely related to product growth (advertising, mail, or activity programs). 2. He/she is always ... Define the main tasks that some users are involved in daily. What does he/she do every day? What is his/her primary responsibility in life and work and how does it relate to the products or services you provide? Why it matters: what you know about your users depends on how they live and how the product fits into his/her lifestyle. Understanding the user's schedule will let you know when and where the demand for your product is strongest, and how you can adjust the design to fit a specific time/space. 3. But there has always been a problem ... State the main problem that a user encounters every time he or she tries to complete his or her task. What unmet needs or desires are there in this story? Why it matters: Understanding the user's pain points is critical to their acceptance of your product. As the brand story unfolds, you always want to emphasize the desire to communicate with the user. In fact, when you discover the core needs of your users, you will find that there are other (not urgent) needs associated with it, and your product will eventually be resolved. 4. He/she is trying to solve it ... If the previous problem is real, yourThe user may already be solving it. What other alternative solutions are there in this question? What will your users try to do to partially satisfy this craving? Why it matters: Analyzing a competitor's product allows you to replicate its success. After all, the features that users enjoy will become their reference standards for evaluating your products. Knowing what other solutions are competing with your product is critical to designing a truly differentiated experience. Brandstoryboard3.jpg 5. But he/she hopes ... Outlines the artifacts in the user's current solution. Despite the purchase of other products or services, your customers are still not satisfied. What exciting solutions are missing? Why it matters: A competitor's flaw is your chance. With these exciting user considerations, you can position your brand as the best solution. 6. Until one day ... Describe how your customers learned about your product. What happens when he/she hears it for the first time? Why it matters: It's important to know that different scenarios can make people try/buy your product for the first time. What will cause the user's first attempt? Take some time to find the answer to this question, and be sure to have the help of a marketing team. For example, if you know that a user knows your product through social channels, you will want to design a complete set of systems through a social API. 7. Unlike his/her solution, this ... List some aspects of your product experience that are different from your competitors. How do you provide differentiation relative to the current solution of the user? Why it matters: Although your product may differ from competitors in a few dimensions, try to establish a clear element that will allow users to turn to you. This core brand commitment will be the center of communication strategy and the cornerstone of your product development efforts. 8. His/her wishes come true ... Clearly define what your product desires to satisfy. What do you mean your customer "wishes come true"? Why it matters: defining what "satisfies" the meaning of the user makes it easier for them to meet. Sometimes, even if your product does provide the functionality that the user needs, we still can't tell you how this function relates to the ultimate need he or she wants to meet. In other words, unless you point it out, you haven't succeeded yet. Desire is nothing but a little quest-the driving force that affects our daily decisions. Whether that goal is to make the job more organized, to inspire more ideas, or to become the President of the United States such irrelevant things. Powerful products provide powerful stories that condense the answers the user is looking for. As you continue to design your products or services, you can also refer to the following ideas: all human desires are opportunities for brands to connect with them. Author's information: Laura Busche, guest author Laura (@laurabusche) received the highest honors degree in Business Administration from American University, Washington, SAvannah College of Art and Design (SCAD) has a master's degree in designing and management arts, and is now reading a PhD in psychology. She is passionate about user research, design thinking, branding and their intersection. She is the author of the book "Lean Branding" by O ' Reilly Media ' s publishing house. Laura regularly publishes brand and business articles in leanbranding.com and blogs. The original link should be requested by the original author, plus the following link: www.leanbranding.com, this is the original source of the brand story board. Address: Cola Orange

Guide to Designers ' brand story design