Narrative in branding design
To develop my ideas for my major project concept, I have decided to look at how narrative is used in branding because I think this will give me an insight into how I could create a narrative or combine 2-3 business concepts under one brand.
Narrative branding is a technique brands are using to connect with their target audience and create a lasting impact (Global owls, n.d.). Therefore, this concept is a result of brands needing to stand out from the crown and create a customer experience that is unique and powerful.
An example of how a brand has created this connection using a narrative is coca-cola's 'Share a coke' advertising campaign, where they have replaced their recognisable logo with common names (Global owls, n.d.). This changes the brand from a corporate large company, to a brand that their customers belong to, creating a feeling of belonging to a community. This makes customers more loyal to the brand because they feel valued. Therefore, by using a narrative in their branding, coca cola have made their customer experience more personal, creating a better chance for repeat customers.
Therefore, to stand out in current markets, brands are needing to find new ways to make customers loyal to their brand. By using narrative branding, audiences feel like they are more valued and prioritised than corporate style branding, as it is usually more personal. Following this I have decided to explore the idea further of creating a visual identity because this research has shown me that exploring how I can create a stand out visual identity using narrative would be more beneficial than exploring how words can be used to showcase a narrative.
To create a successful visual identity that uses narrative branding, I will need to define the story (identify core brand mission), understand the target audience (by researching what they like and why), craft an authentic story that aligns with the brands identity, convey the core message on all touch points and create an emotional connection by showing the audience why the brand relates to them (Global owls, n.d.). This will allow me to create a visual identity that is both powerful and meaningful, showing how brands are staying popular and in the forefront of their audiences attention.
Global Owls (n.d.). From Words to Connection: Exploring 6 Successful Narrative Branding Examples. [Online]. Available from:https://globalowls.com/power-narrative-branding-examples/. [Accessed 13 February 2024].