Story & Brand

?? Make consumer choice easier by being the standout choice. ??Turn your packaging into a 24/7 sales machine by avoiding these two critical design mistakes. ?? Mistake #1: Telling the wrong story. It's an easy trap to fall into - You focus on how great your product or company is. That's an 'origin' story when it's all about your product or company. Many brands focus on themselves and not the consumer's desire. Simply put, we buy our desire. Flip the script - tell the right story through your brand and design. A compelling design communicates what's important to the consumer. When you do, your brand resonates instantly with them, converting them from onlookers into buyers. This is a 'conversion' story. ?? Mistake #2: Blending in, instead of blending out. ? Most brands are designed to fit their category's visual norms. After all, it's about category fit, right? Whisky is a great example. Tradition, formality, and earthy colours underpin the category. The problem is that there's often little difference between brands except for pricing in crowded categories. ? A conversion story gives you the licence to break category norms and have a distinctly different brand that resonates, even if your product is similar to others. A powerful conversion story is your strategic advantage for standing out and winning consumers' hearts, minds, and sales. See the link in my comment below for how I did this for a small batch Whisky brand. ?? Hi, I'm Andy. I've worked with brands of all sizes, from Coca-Cola, Suntory and PepsiCo to small startups to create, design and refresh brands. I've learned a lot, which I'm sharing to help you win more customers and increase brand value. ???The Conversion Story Builder helps you step-by-step to create a story and brand that resonates with your audience to; ? STANDOUT: Rise above the category 'sea of sameness' with a unique brand and design that sets you apart. ? BUILD TRUST: Increase purchase potential with a brand that resonates, converting onlookers into buyers. ? DRIVE SALES: When products in a category are similar or identical, storytelling is a strategic move to differentiate and increase sales. ? CREATE: Create a new brand distinctly different from your category. ? REFRESH: Refresh a tired brand and get it working hard for your business. ? ADVERTISE: Focus your marketing efforts with advertising that gets attention. ????? DOWNLOAD THE CONVERSION STORY BUILDER. Use my free Conversion Story Builder to make consumer choice easier by being the standout choice.? See link in my comment below. ????? FREE, LIVE INTERACTIVE WORKSHOP TRAINING. Take your brand and packaging design to the next level, join my free training See link in my comment below to register. Links in my comment below for; ?? Free Conversion Story Builder framework ?? Free Conversion Story Builder training ?? Follow me for more on brand storytelling ?? Case study example: Eden Single Malt Whisky ??Need help? Let's chat and get your sorted

The Out-of-Office Setting They Needed To Know. There are special settings only known to some. Recently, we were asked to spread the good word this Summer and help Tasmanians find an escape. We will hit social media, cinemas, billboards, and cafés around Tasmania with a range of targeted creative and messaging to let people know Hydro Tasmania has free settings to unwind, surrounded by Tasmania’s wonders. Campgrounds, boating, picnic areas, picturesque lakes to fish on, and much more. For a longer lunchtime read while you’re dining el-desko at work, here’s the case study: https://lnkd.in/gMjNwnpy Now Tasmanians know?Mark Stewart and Maddy Valentine (Beechey)! #storyandbrand

The Out-of-Office Setting They Needed To Know. There are special settings only known to some. Recently, we were asked to spread the good word this Summer and help Tasmanians find an escape. We will hit social media, cinemas, billboards, and cafés around Tasmania with a range of targeted creative and messaging to let people know Hydro Tasmania has free settings to unwind, surrounded by Tasmania’s wonders. Campgrounds, boating, picnic areas, picturesque lakes to fish on, and much more. For a longer lunchtime read while you’re dining el-desko at work, here’s the case study: https://lnkd.in/gMjNwnpy Now Tasmanians know?Mark Stewart and Maddy Valentine (Beechey)! #storyandbrand

What happened when three Tasmanian friends dreamed of making an authentic 'Baijiu'.

???? How To Quickly Turn Onlookers Into Buyers with Brand Storytelling. ---------------------------------------------------------------------- > 2 Minute Read + Free Story School Registration < From years of creating and refreshing brands, here are three tips you can use to flip the conversation and turn onlookers into buyers. ??1?? > No one is interested in your story (maybe your Mum). This is where many brands struggle when trying to appeal to customers to buy. It's not about you; it's about them, the customer. What interests people the most is their world, wants and needs - 'what's in it for them', as the saying goes. Flip the story. Turn your story into one that benefits your customers. For example, how does the care you take or the quality you offer benefit them? We call this a Conversion Story. A founder's (origin) brand story can be fascinating but lacks the punch of what's in it for the customer in the hard reality of appealing quickly to customers or clients to buy. ??2?? > Turn your brand into a story that sells itself. Build your brand around a conversion story, and bring it to life through branding, packaging, and advertising to increase the likelihood of standing out, resonating with your customers, and being purchased. A story-based approach is a good guide to staying on-brand and on message across touchpoints for your product, service, or experience. It is ideal for omnichannel marketing, ensuring a consistent customer experience and messaging. ??3?? > Stop telling stories and start having conversations. The conversation starts in the customer's mind the moment they see your brand and take an interest. This could be your packaging, online business, advertising, or wherever your brand appears. You've lost the sale if you don't engage them within seconds. At that moment, they need to see a benefit to why they should buy or spend more of their precious time learning about what you're offering. That's the power of conversion storytelling. When you need customers and sales faster, use a Conversion Story approach. Other benefits include achieving a premium price and standing apart from your competition and category. ?? > See examples of conversion storytelling in branding and advertising: https://lnkd.in/ggfVFSZX ?? > Need help with your brand? Book a time to chat here: https://lnkd.in/gCz-AspY ?? > Want to learn more about conversion storytelling? Register for Story School for free access to the Conversion Story masterclass: https://lnkd.in/g-Rvy4cR #branding #brandstory #conversionstory #storytelling #branding #storyandbrand #advertising #fmcg #packaging #marketing FMCG Association Australia Wine and Spirits (Number 1 W&S group on LinkedIn)

???? How To Quickly Turn Onlookers Into Buyers with Brand Storytelling. ---------------------------------------------------------------------- > 2 Minute Read + Free Story School Registration < After years of creating and refreshing brands, here are three tips for flipping the conversation and turning onlookers into buyers. ??1?? > No one is interested in your story (maybe your Mum). This is where many brands struggle when trying to appeal to customers to buy. It's not about you; it's about them, the customer. What interests people the most is their world, wants and needs - 'what's in it for them', as the saying goes. Flip the story. Turn your story into one that benefits your customers. For example, how does the care you take or the quality you offer benefit them? We call this a Conversion Story. A founder's (origin) brand story can be fascinating but lacks the punch of what's in it for the customer in the hard reality of appealing quickly to customers or clients to buy. ??2?? > Build your brand using a Conversion Story. Bring to life your Conversion Story across branding, packaging and advertising to increase the likelihood of standing out, resonating with your customers and being purchased. You'll turn your brand into a story that sells itself. A story-based approach is a good guide to staying on-brand across all touchpoints. It ensures a consistent experience wherever customers encounter your brand (product, service, or experience). ??3?? > Stop telling stories and start having conversations. The conversation starts in the customer's mind the moment they see your brand and take an interest. This could be your packaging, online business, advertising, or wherever your brand appears. You've lost the sale if you don't engage them within seconds. At that moment, they need to see a benefit to why they should buy or spend more of their precious time learning about what you're offering. That's the power of conversion storytelling. When you need customers and sales faster, use a Conversion Story approach. Other benefits include achieving a premium price and standing apart from your competition and category. ?? > See more examples: https://lnkd.in/ggfVFSZX ?? > Need help: Book a time to chat here: https://lnkd.in/gCz-AspY ?? > Learn about conversion storytelling: Register for Story School for free access to the Conversion Story masterclass: https://lnkd.in/g-Rvy4cR #branding #brandstory #conversionstory #storytelling #branding #storyandbrand #advertising #fmcg #packaging #marketing