The power of Storytelling in packaging

- What does "brand" mean?
It seems to be a simple definition in our mind. However, would you explain what brand means, in its complete essence and definition? According to the American Marketing Association (AMA), brand can be defined by means of a name, symbol, design and term. From an association of all these concepts applied to a brand, we can identify products or services of an organization and bring its identity to the competition.
Nice, huh? Now that we've defined better what a brand is, let's talk about the types of consumers that will sustain the existence of what is proposed as a brand.
- Organizational consumer versus personal consumer
Who is the organizational consumer figure? What about the guys? The answer is simple: the organizational consumer is the one whose bond is dedicated strictly to companies. That is, they are companies that seek products or services from other companies. They are also remembered as B2B (Business to Business) markets.
Now it's easy! On the other hand, the personal consumer is the one who buys anything, whether for his own use or for third parties, as a gift we buy for special dates, for example. Generally speaking, it is everything that has been purchased and that will target the final consumer, be it yourself or your friends, family, etc.
Now that we know the definition of both sides of the coin: consumers and brand, we need to understand what makes both connect and what is the importance of building a connection between all players.
- Storytelling: True connections with consumers.
Having a brand is not a difficult task. We can all create one from scratch. However, in to have a true connection with consumers, it is necessary to activate, simultaneously, meanings, ranging from emotional to rational.
If you can do that, building a connection will be on the right track. And as a natural consequence, consumers will have confidence in the brand, to the point of having it as an ally and indicating to other future loyal consumers.
It is necessary to have as a starting point the awareness of creating a storytelling. It is from there that consumers truly connect with brands.
Therefore, ABRE has created an EXCLUSIVE DOCUMENT, which can help in this route. In it, it is easy to understand that a well-structured storytelling strategy is capable of generating positive and effective identification between the consumer and the brand.
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