a
story
International fashion and
in
by Irene van der Heijden,
branding
in
the manual
IN the manual
page 1
IN the brand vision mission explanation ambition core values
page page page page page page
IN positioning
page 7
IN personality brand personality brand template effectiveness model brand personality
page page page page page
9 9 9 10 12
IN style colour chart font type tone of voice
page page page page
13 13 13 14
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in
the brand
V
ision The telling of stories is being used for years and years in all sorts of fields. In literature, obviously, but also in art, music, psychology and even in business. But, in marketing as well. Feminisation, the name for the megatrend that indicates the rise of the softer values for both men and women, and conservation, the megatrend that points out the inspirational influence the past can have and has. Appealing to people’s emotions is key, and the immense power of the age-old storytelling is tremendously effective. Particularly in combination with the possibilities of modern technology, narrative is the most promising tactics of today. Fashion brand should realise they need to spread their passion to able the consumer to relate to the brands.
M
ission Storytelling techniques allows people to not just involve them with the stories as an audience, but to make them storytellers as well. The repeating and announcing of stories in the same way that legends, myths and rumours are being spread; it is a human need to pass things on. ‘IN’ helps fashion brands with how to use this principle in the most valuable way. Every brand should have its plot.
E
xplanation As said before, storytelling or narration is a wonderful way to make consumers bond with a brand and/or product. IN is a brand that helps fashion brands to form their story.
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in
the brand
A C
mbition In five years from now, the fashion brands ‘IN’ has worked with has its story, every story has its readers. Every reader is a consumer.
ore Values A short list of core values indicates what is truly important for us as a brand. These are not values that change from time to time, situation to situation or person to person, but values that stay, and underline our company culture. The only way to keep what is important to this brand, is sticking to these core values. These are the soul of IN. - Narrating - Emotional - Building relationships These three core values are visualised on the next three pages. Core Values (visualised)
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in
positioning
P
ositioning The position of IN is visualised in three graphs. The first graphs focuses on the feeling the client has with the brand. IN understands how important it is for a client or consumer to feel comfortable with a brand. A client will definitely have great affinity with IN, as is shown in Graph 2.1. IN will comfort its client much more as other brands would. Another thing that is certainly visible in Graph 2.1, is that IN is more emotional rather than clinical. IN will appeal to a clients emotion, instead being a cold, unemotional brand. Graph 2.2 indicates IN as an highly amusing brand. People usually feel very comfortable with IN, since it is an amusing, approachable brand. Besides that, IN is very much talkative, rather than taciturn, something that is mostly appealing to a client. Graph 2. 3 shows that IN is seen as an imaginative company. But one that stays close to truth. In addition to narrating, showing emotion and building relationships, honesty is very important for IN. Graph 2.1 Affinity
in
Emotional
Clinical
Incompatibility
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Graph 2.2 Talkative
in
Amusing
Reserved
Taciturn
Truth
Graph 2.3
in
Imationation
Inconceivability
Falsehood
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in
personality
B B
rand Personality So what kind of person would IN actually be if it was a person? After seeing the following brand template and effectiveness model you will definitely get an idea of it.
rand Template The brand template shows three types of brand values; the functional and emotional personal features, and expressive brand value. And, most importantly, the brand essence. The brand essence is the most important value for the brand, in the case of IN it is “Every brand should have its plot�. IN thinks bonding your costumer to your brand is best done by telling a story. And the best way to do that is, firstly, by using your imagination and narration (functional personal features). Secondly, by revealing your emotional personal features; warmth, affability and emotional, to comfort your client. And thirdly; by being talkative (expressive brand value).
Functianal Personal Features; Imagination Narration
Emotional Personal Features; Warm, affable, emotional Comfortable Every brand should have its plot
Expressive Brand Values Talkative
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in
personality
E
ffectiveness model Who am I? A storyteller. IN is a talkative brand that tells stories that appeals to peoples emotions. That is how IN builds up close relationships with clientele. And despite the fact that IN has a great imagination, this brand always sticks to the truth. How does that impact my behaviour? IN communicates, talks, chats, speaks, tells, converses and discusses. But before saying, IN always thinks. This brand always thinks about how to combine its imagination with truth to come to a fervent story. How does my behaviour impact people around me? IN gets people emotional involved with a story. Weather these emotions are optimistic (as they usually are) or downbeat, it makes people relate to a brand or product. How do people experience me? People experience IN as an imaginative, affable and warm person. Someone you can always go to, to drink a cup of hot coco and listen to a breathtaking story. How does that impact my effectiveness? People feel comfortable with affable and warm persons. And the fact that this ‘person’ is telling wonderful, imaginative, nice stories helps them to feel attracted to both IN and the story IN is telling. Is all of this consistent with my core values? All of this is certainly consistent with IN’s core values, Narrating, emotion and building up relationships.
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How does that impact my effectiveness? People feel comfortable and enjoy listening
Is all of this consistent with my core values? Tallies with narrating, emotional, and building up relationships
How do people experience me? Imaginative, affable and warm.
Who am I? A storyteller
How does my behaviour impact people around me? People get emotionally involved
How does that impact my behaviour? Communicating, talking, chatting, speaking, telling, conversing and discussing
in
personality
B
rand personality So what kind of person do you think IN would be? Use your imagination!
IN would like you to see IN as an warm, affable and emotional person. Someone you feel comfortable with. Someone like your grandpa, or grandma. An old wise person with a great imagination sitting in a big old chair nearby the fire place. Wearing a wool vest, pantaloons, slippers and reading glasses on the tip of the nose. Big hands holding a big book with curly, handwritten letters telling loads and loads of stories. We, as grandchildren, sitting on the carpet with hot coco listening to amazing stories.
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in C
style
olor Chart The colour IN uses are a nostalgic brown and a modern blue.
R = 111, G = 79, B= 40
Pantone 3105
F
ont type The fonts IN uses are the nostalgic Book Antiqua and a modern Dustimo
Book antiqua;
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz Dustimo;
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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in
style
T
one of Voice The tone of voice in this brand is both nostalgic and modern. The use of a nostalgic chocolate colour brown and a modern light blue, and the use of these two different font types, gives the reader the exact feeling IN wants to give the consumer. The use of an old-fashioned princible with a modern twist.
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