Remember your first camping trip? When you were sitting by the fire, late at night, and Uncle Karl was telling scary stories that made you shriek with fear? That's mood. Take away the fire, the darkness, and you've got uncle Karl just telling a bunch of stories. (Don't be weird, Uncle Karl.)
Great products are awesome on their own. But market-leading products are supported by a strong brand, great design, and powerful storytelling. Great products are able to change our outlook on life and transcend merely being something optional, to being a vital component of our existence. So how do we create the perfect mood for our audience? At Minty Fresh, we believe this is shaped by a few key components: Audience insights, brand consistency, and design.
Uncle Karl wouldn't tell the same campfire story to a bunch of seniors because he throughly understands his audience. He's spent enough time knowing that they can be shaped by his storylines and what he has to say. The same is true for brands. Brands must first do a very thorough job of understanding who their audiences are, what they do, what compels them to make choices and what moves them emotionally. Often times, this comes in the shape of audience personas. We've worked with many of our clients to develop these personas, which ultimately help designers design better, marketers market better and companies close more deals.
Uncle Karl doesn't start the story off screaming. He's not laughing all the way through it either. He's very consistent and deliberate in presenting the story. He uses eye contact regularly, moves his hands and gestures. Consistency is key for brands too. This might be referred to as the big picture of "storytelling." Among many things, brand also includes, voice and story. We work with our clients to land on the central brand story and a central brand voice. This defines how you talk to your different audiences, and how you communicate why you exist and why your offering is important. Having a central voice and story creates consistency in all messaging, and it empowers brands to move forward in unison.
Knowing his audience and knowing the central story and voice he should speak in, Uncle Karl adds in his own flavor to the campfire story. He throws another log into the fire so that his face is illuminated. He sits you in a tight, close circle, and adds an occasional BOO! here and there to make you jump. This is storytelling design at it's finest. Brands can learn here, too. Each element that composes the story must engage design at the highest levels, so that each particular detail resonates with the audience. This is what being FRESH in design is all about. It keeps old stories new and makes them seriously resonate with the audience. To stay competitive in an extremely noisy forest, brands need to continually refresh designs to engage audiences better, whether it's in the shape of additional video, improving UX or simply adding photos that engage better in social.
IT'S THE MOOD, STUPID
When audience insights, design, and brand meet, they create a mood that shapes the decisions that audiences will take, whether it is to dismiss, engage, or even share. As Forbes reports: 71% of buyers who see a personal value in a B2B purchase will end up buying the product or service. Creating a mood that resonates with your audience helps them see personal value. Building personal value over the long run results in customer loyalty. Thus, yes, it's the mood, and thank you Uncle Karl.
To build a better mood for your customers, connect with us. We'd love to sit with you and share our experiences in creating better moods, designs, stories, and brand voices for some of the most awesome companies out there. Until next time, keep things FRESH.