12 may 2011
What’s the Story?
David Law writes about how brands can profit from coherent storytelling…
I have just finished reading a fantastic article in last monthÃ‡Æ’Ã™s UX
Magazine. Ã‡Æ’Ë™UX? WTF?Ã‡Æ’Ë˜ I hear you say. Well, it stands for Ã‡Æ’ÃšUser eXperienceÃ‡Æ’Ã™ and if you are unfamiliar with the term, just think of it as a sort of Ã‡Æ’ÃšBrand engineerÃ‡Æ’Ã™. Their role is to examine every part of a business from top to bottom, kick its tyres then tear it all apart and then suggest ways in which to build it all back up from scratch in a better, stronger and fitter way to create a better user experience. A bit like rebuilding the foundations and plumbing and electrics without knocking down the house.
Fascinating stuff really.
I didnÃ‡Æ’Ã™t know exactly what UX was until a few months ago when we joined forces with the brilliant Warren Hutchinson to create SomeOne Else. We were working with Betfair and it became increasingly clear that as a truly digital brand many of the challenges we faced in enhancing their identity were inextricably linked with their user experience.
Since then we have been looking at how to underpin a brandÃ‡Æ’Ã™s user experience with its strategic proposition to create fully aligned identities for our clients.
This is where the UX Magazine article struck me. In Ã‡Æ’ÃšWhy we need storytellers at the heart of product developmentÃ‡Æ’Ã™
Digital Strategist Sarah Doody argues that Ã‡Æ’ÃšFar too often, teams focus on execution Ã‡Æ’Ã the how and what Ã‡Æ’Ã before defining the product opportunity and unique value proposition. In a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why. If you want your product to be heard by consumers, it must be grounded in a story that consumers can emotionally connect with.Ã‡Æ’Ã™
At SomeOne, we are consistently meeting people intent on starting up snappy new ventures dreamt up on paper focussing solely on the execution of what they aim to do as some sort of lift pitch – Ã‡Æ’Ãšwe want to be Foursquare of financeÃ‡Æ’Ã™, Ã‡Æ’Ãšthe bank for people that donÃ‡Æ’Ã™t trust banksÃ‡Æ’Ã™ etc.
This is piggybacking or mashing up an existing model in the hope that their hybrid version will strike gold, or at least a small percentage of the market leaderÃ‡Æ’Ã™s profit.
These are brands full of purpose, focussing on the Ã‡Æ’ÃšwhatÃ‡Æ’Ã™ and Ã‡Æ’ÃšhowÃ‡Æ’Ã™, but entirely lacking in a story, or why. This makes our job of creating a brand identity for them rather an empty experience as all we have is surface and no soul.
Doody proposes a new job description Ã‡Æ’Ã Ã‡Æ’Ë™Product StorytellerÃ‡Æ’Ë˜ Ã‡Æ’ÃšPart matchmaker, marketer, technologist, and artist, the product storytellers ask questions, find answers, and figure out how to distill a vision or idea into a product story.Ã‡Æ’Ã™
(You can learn loads from reading UX Magazine replacing the term Ã‡Æ’ÃšproductÃ‡Æ’Ã™ with Ã‡Æ’ÃšbrandÃ‡Æ’Ã™ by the way.)
The tendency would be to think Ã‡Æ’ÃšisnÃ‡Æ’Ã™t that what a brand strategist does?Ã‡Æ’Ã™.
Well, only in part. Brand strategists are usually agency side and mainly get to work at the very beginning of a programme. They identify a core proposition and values to launch or relaunch those brands, but not to keep telling the Ã‡Æ’ÃšstoryÃ‡Æ’Ã™ throughout a brandÃ‡Æ’Ã™s lifetime. Not only would Ã‡Æ’Ãšproduct storytellersÃ‡Æ’Ã™ identify the intended brand value, they would also share and evangelise the brand story throughout their organisations. This would also distinguish them from the Marketing DirectorÃ‡Æ’Ã™s role of how to share that story with the world or the CEO who came up with the storyÃ‡Æ’Ã™s title.
The same issue exists in designing brands. More often than not, we are engaged for a set period of time with a list of criteria and deliverables in order to fulfill the brief, often dislocated from the other project teams (advertising, media and digital agencies etc).
We may help create the first chapter, but the rest of the book is left to write itself. One answer is brand guardianship, but this itself is often viewed as Ã‡Æ’ÃšpolicingÃ‡Æ’Ã™ by clients and not storytelling.
Having a storyteller client side would not only facilitate the development of a brand story, but also encourage collaboration between groups and ensure that every interaction a consumer has with a product or brand maps back to that story.
The best known example of this has to be Steve Jobs at Apple who snugly fits DoodyÃ‡Æ’Ã™s proposed job creation. Ã‡Æ’ÃšProduct storytellers think about the
whole, and they see the big picture. But they also can go deep because they understand that the product’s true value lies in the details of its interactions and every touchpoint that a consumer has with it.Ã‡Æ’Ã™
Every board should have one Ã‡Æ’Ã as well as a subscription to UX magazine!