Example Reflection – “Story Telling”

Challenge & Selection:

Storytelling is one of the key tools that can be used in many cases, stories that are meant to inspire  employees, persuade investors, win customers, crafting a compelling narrative is vital to an  organization’s success. Storytelling also improves the understanding of a Business process and its  interconnected process. When Storytelling is combined with Visualization it turns out be a very powerful  combination. Product Branding is all about Storytelling. A Brand represents a promise to the customer, a  promise of what the customer would get or even what they will feel when they own it. It’s the promise  to meet a set of expectations that the customer carry about a Brand. How do we set a promise in place?  How do we deliver a promise to the customer? How do we compare with our competitors?

What’s the best way to achieve all this, while launching a new Brand? Storytelling. This complex  communication with a maximum impact can be done by Storytelling. This is a human-centered problem.  Understanding of this problem is not very clear initially, the organization has to explore the market and  launch a Brand. There are high-levels of Uncertainty. Just an Rollin mentions, “As humans we  respond to stories, they can help us develop deeper empathy in the present and create more vivid  imagery of the new future we are trying to create. Paying attention to the human dimension is  important. To do all these we need a learning mindset, a prepared mind to tap into opportunities.” Not  building a convincing story is potentially result in failure of Brand Launch. Deploying Storytelling toolkit  as part of Design Thinking can increase the likelihood of a Brand’s success.

Application:

What is it that great brands do to distinguish them? What is that they say? What’s their story? There are  three common characteristic among great brands in general. “Relevance”, “Differentiation” and  “Authenticity”.  Be relevant is the most efficient way to connect to a customer. Storytelling can aid this  process, as being relevant is the great starting point for any great brand but it is alone not sufficient. We  need “Differentiation”, the quality that sets our product apart from other competitors.   Then we need  to show “Authenticity”, the unique product attributes that cannot be easily copied. We need effective  Storytelling strategies to communicate “Relevance”, “Differentiation” and “Authenticity” of our Brand.  Storytelling gives us a means to create strong bond with the Customer. We begin by creating a customer  persona and linking it to a story that can communicate the intensions of the organization to the  customers. We use story boards to line up the content we are trying to convey to the customer. Data  about the current market preferences are collected via survey and then they are analyzed and  presented in a graphical format. Based on different parameter analyzed a story that fits the need is  crafted.

In the case given here, we wish to create a new Shopping Mall to by Tiles for all kind. The Initial Data  analysis gave us details about the market preferences, Income level, Social media analysis. A consumer  persona that relates to this analysis is crafted with a story. Here we found that people prefer very high  quality tiles and are more concerned about the durability. Also the social media analytics revealed that   consumers were also concerned about the trust that a brand brings. Based on these and what we can

offer an initial storyline for the brand was crafted and was tested among few potential consumers and  on several such iterations the trials revealed more such information about the consumers like empathy.  Since our baseline storytelling was simpler and straightforward we were able to communicate the story  effectively. Initially the Storyline was presented by using story boards that creates cartoon characters  carrying the storyline. In further iterations actual actors representing the storyline were presented.

Listening to many consumer experiences and stories about how they felt about current market gave us a  lot of a good understanding of their expectations. Such information were incorporated as part of the  iterations.

Insight:

Insight gained during this process was incredible. The structure of the storyline was an effective tool to  both communicate information to the consumer and also to get effective feedback from them when  required. We learned to have more empathy for our consumers. When the empathy gets reflected in  the storyline the catchier it became. Convey the benefits a brand could bring to the consumer and the  relative cost for them can be more effective way to highlight via a storyline. Expectations that the  consumer have can be mostly revealed by listening to their stories. To us it looked more like a two-way  communication process. Without listening to the consumer needs crafting a storyline and counting a  brand’s success on it will be a difficult and risky task. Storytelling to consumers can make then  emotionally connected to the Brand. Storytelling bind the consumer with the Brand and also it gives  them a feel that they own the Brand and Brand reflect their thought.

The course gave me more confidence and the clear process to follow and structure my activities  accordingly to create a miracle moment.


Example Reflection – “ Story Telling ” Challenge & Selection : Storytelling is one of the key tools that can be used in many cases , stories that are meant to inspire employees , persuade investors , win customers , crafting a compelling narrative is vital to an organization ’s success . Storytelling also improves the understanding of a Business process and its interconnected process . When Storytelling is combined with Visualization it turns out be a very powerful combination . Product Branding is all about Storytelling . A Brand represents a promise to the customer , a promise of what the customer would get or even what they will feel when they own it . It ’s the promise to meet a set of expectations that the customer carry about a Brand . How do we set a promise in place ? How do we deliver a promise to the customer ? How do we compare with our competitors ? What ’s the best way to achieve all this , while launching a new Brand ? Storytelling . This complex communication with a maximum impact can be done by Storytelling . This is a human - centered problem . Understanding of this problem is not very clear initially , the organization has to explore the market and launch a Brand . There are high - levels of Uncertainty . Just an Rollin mentions , “ As humans we respond to stories , they can help us develop deeper empathy in the present and create more vivid imagery of the new future we are trying to create . Paying attention to the human dimension is important . To do all these we need a learning mindset , a prepared mind to tap into opportunities . ” Not building a convincing story is potentially result in failure of Brand Launch . Deploying Storytelling toolkit as part of Design Thinking can increase the likelihood of a Brand ’s success . Application : What is it that great brands do to distinguish them ? What is that they say ? What ’s their story ? There are three common characteristic among great brands in general . “ Relevance ” , “ Differentiation ” and “ Authenticity ” . Be relevant is the most efficient way to connect to a customer . Storytelling can aid this process , as being relevant is the great starting point for any great brand but it is alone not sufficient . We need “ Differentiation ” , the quality that sets our product apart from other competitors . Then we need to show “ Authenticity ” , the unique product attributes that can not be easily copied . We need effective Storytelling strategies to communicate “ Relevance ” , “ Differentiation ” and “ Authenticity ” of our Brand . Storytelling gives us a means to create strong bond with the Customer . We begin by creating a customer persona and linking it to a story that can communicate the intensions of the organization to the customers . We use story boards to line up the content we are trying to convey to the customer . Data about the current market preferences are collected via survey and then they are analyzed and presented in a graphical format . Based on different parameter analyzed a story that fits the need is crafted . In the case given here , we wish to create a new Shopping Mall to by Tiles for all kind . The Initial Data analysis gave us details about the market preferences , Income level , Social media analysis . A consumer persona that relates to this analysis is crafted with a story . Here we found that people prefer very high quality tiles and are more concerned about the durability . Also the social media analytics revealed that consumers were also concerned about the trust that a brand brings . Based on these and what we can offer an initial storyline for the brand was crafted and was tested among few potential consumers and on several such iterations the trials revealed more such information about the consumers like empathy . Since our baseline storytelling was simpler and straightforward we were able to communicate the story effectively . Initially the Storyline was presented by using story boards that creates cartoon characters carrying the storyline . In further iterations actual actors representing the storyline were presented . Listening to many consumer experiences and stories about how they felt about current market gave us a lot of a good understanding of their expectations . Such information were incorporated as part of the iterations . Insight : Insight gained during this process was incredible . The structure of the storyline was an effective tool to both communicate information to the consumer and also to get effective feedback from them when required . We learned to have more empathy for our consumers . When the empathy gets reflected in the storyline the catchier it became . Convey the benefits a brand could bring to the consumer and the relative cost for them can be more effective way to highlight via a storyline . Expectations that the consumer have can be mostly revealed by listening to their stories . To us it looked more like a two - way communication process . Without listening to the consumer needs crafting a storyline and counting a brand ’s success on it will be a difficult and risky task . Storytelling to consumers can make then emotionally connected to the Brand . Storytelling bind the consumer with the Brand and also it gives them a feel that they own the Brand and Brand reflect their thought . The course gave me more confidence and the clear process to follow and structure my activities accordingly to create a miracle moment .