ASSIGNMENT

Storytelling.

•  Challenge.

I am an Interior Designer, and I have a line of artisan furniture; My dream as a designer and as an  owner is to make my brand have recognition, to be known throughout my country and why not  become internationally recognized. My challenge is to achieve that, that people know my work, make  them know that craftsmanship is still present in contemporary design and that we can break the  paradigms that our roots cannot be involved in today's world aesthetics.    Some strategies may have worked great in the past, aggressive sales tactics, spectacular videos of  impossible-to-buy furniture - that doesn't work anymore! Buying functional furniture is no longer just  vanity, but to take better care of ourselves; functional furniture with necessary ergonomics that will  allow a better development of the activities we carry out in our daily lives. That is the story I want to  tell; normal people who care not only for aesthetics but for the identity and functionality of necessary  furniture. Leaving aside the stereotype that if we buy furniture, we have to choose between beauty  or functionality.

•  Selection.

Storytelling is a tool that I get a lot of attention from, since it is a tool that would most solve my  problems of making my brand known, Storytelling not only allows us to tell a story, it is something  that could be done without much experience. Storytelling is the technique of using creativity and  narration in a better way to be able to create a connection in this case with the client and transmit a  message, not just a product. Engagement on the other hand will allow me to achieve loyalty and brand  awareness by appealing to customer emotions.     This special technique will help me increase my target audience's engagement with the brand. Being  able to appeal to the emotional side of people, thanks to Storytelling I will get a connection that is  very difficult to break with my future consumers.

•  Application.

If a correct strategy of this tool is applied in the communication of furniture, Storytelling will allow me  to be more convincing and effective in the message of comfort that I want to generate in my clients;  also, to establish a target of clients that allows me to tell stories that generate interest in my products.  On the other hand, I want to make my audience imagine more than I count, expanding standard  borders of what is a piece of furniture. I want my furniture to tell a story capable of empathizing with  people, making them feel identified and, above all, that they are the ones who spread the brand.    The first thing to apply to my design studio is to differentiate myself from the competition, with unique  stories and stories, despite the fact that we cannot empathize with many of them; we must remember  that memory is selective, our history has to transmit a highly effective message since a story that  attracts attention is easy to remember. Our brain causes forgetfulness of competing memories; That  is why if we want our history to prevail over others, we must make them impact and create retentive.

•  Insight.

What should I do to create a good Storytelling of my furniture? Thanks to the knowledge learned in  this course we have been able to clarify many concerns that caused a collapse when we wanted to  generate new ideas to communicate our brand. Key questions make our work easier and more  efficient. We must keep our public as a priority; No one can tell us more than our own audience, having  nuclei of clients and learning from their experiences with my business is invaluable in generating brand  history. Likewise, I have learned the importance of promoting a real Storytelling, focusing on real

honesty with the client, it should be noted that real people with real stories motivate the public and  generate people to search for the brand. Inclusion is one of the factors learned that in my opinion is  the one that I should take into account the most, a good handling of the product will make the public  feel included, eliminating common standards to gratify the customer experience with exclusive  elements, inspiring others to honest business conduct.

•  Approach.

In the course of completing the course, I have been able to talk to my employees about this idea, it is  nice to know that it has generated interest and impact for all of us who work there. The way of  communicating or presenting our furniture is changing, sales staff go through training that allows  them to open up to new experiences of selling, to feel, to share with our customers the passion we  have for the furniture they buy. Sometimes stories not only sell, but also change the life of the person  who tells them.     This course opened my eyes, opened my mind, changed my scenery. This course gave me a key tool  in my company, before there was the abstract ideology of buying and selling; Now we have changed  the ideology and we see our furniture as the tool to generate sensations, we no longer supply a need,  we sell experiences! Thank you!

