Category: Featured-Post-Branding-EN

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Branding (EN) Featured-Post-Branding-EN

How can User Stories Improve Your Brand’s Image?

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How can User Stories Improve Your Brand’s Image?

Capture User’s Perspective

Whether you’re looking to improve your marketing messages towards your loyal customers, or attaining potential ones, User Stories are a great way of handling that purpose. Functionally adapting user stories will create a first impression for a potential client, whether you are trustworthy for example.

Some companies tend to avoid user stories, simply because they think it could sound like bragging about their products or services. Well, the case is completely different though. If you are truly great at time management for example and providing finished projects in time, why not demonstrate that?

Especially, when you have positive feedback from your customer. It is important to acquire all possible resources which help us stand out from the competition. In fact, you’ll be doing your customer a great deal of favor by increasing their online presence as well.

User Story Basics

It’s a great deal to pay attention to the tone of your interpretation of a specific user story. Also, make sure it’s simple and short. Like we’ve already discussed in previous articles related to marketing copies, short sentences and content are more likely to engage the potential customer.

Make it time efficient, emphasize the main point. Also, make sure your punctuation does not resemble the commercials that use cliché words such as “The Best”, “Number One” etc.

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For a clearer example, let’s say your company provides cleaning services. After a while you got positive feedback from one of your customers. The feedback can consist anywhere from 50-500 words. Depends on how much customer has to say. You clearly cannot copy and paste full text.

Say, we extract the main sentence: “I was positively surprised by the efficiency and timeliness of your work”. Here, we make sure to convey a message of time and quality. Also, it’s good to rephrase the sentence a little, in case you need passive voice to tone down the praise a bit.

User Stories for Digital Marketing

Simplicity and consistency of your communications via user stories will help your digital marketing strategies a great deal. One of the ways of telling user stories in a more subtle manner is FAQ graph on your website.

Frequently asked questions will demonstrate that you pay much attention to common interests of your general audience and that’s one way of showing how your product or service works.

It’s great to have the ones on a landing page, and additionally to insert those into FAQ category.

Outcomes of User Stories

Now, stories cannot be never-ending. In your marketing strategy it would not be too wise to trust your customer upon finishing the story and choosing their preferred happy ending, right?

When you update your stories, or add new ones, make sure to make it more specific on the part of outcomes of this story. Even in daily conversations we get annoyed when a story feels unfinished and we start having a question like: “And?”.

Now, imagine your customer feeling the same way about your business. Quite inconvenient for your brand image, isn’t it?

Stay Connected

Just like any other marketing copy, user stories serve productive communications with your audience. If your customer and search engine research shows certain newly formed tendences in your target audience-make sure to go with its flow.

What we mean, is to edit and adapt your user stories to current questions and interests of the audience to make sure your content remains relevant for engagement.

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Branding (EN) Featured-Post-Branding-EN Graphic Design & Illustration (EN)

How Basic Shapes Can Represent Your Brand Persona

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How Basic Shapes Can Represent Your Brand Persona

Geometry In Branding

You possibly weren’t very fond of geometry and algebra at school, yet it’s quite unique how the basic geometric shapes can affect viewer’s perspective of a brand. Shapes are extremely important in your branding process, because all of those basic elements have the ideas behind them. In this article we will be reviewing commonly used shapes like: squares, circles, triangles, lines and organic shapes/spirals. Most of all logos are the first eye-catching elements which include shapes as primary elements.

Compositions in Branding

Whether you’re creating a landing page for your website or a print, such as a billboard, composition is to be followed. In general, let’s say you have a product as your main object, body text, also you need space to put your brand’s name and logo. In design we use gridlines for maximum precision for building such visuals. Thanks to Adobe Photoshop and Illustrator getting objects on the parallel lines is not a problem anymore. First you need frame space. In most cases the frame simply has to have twice as much space at the bottom, then sides and the top part which are equal in distance from the far edge of an illustration. Afterwards, depending where your main object is supposed to have more light, it needs to be moved slightly to the side. Putting it in center is not as pleasing for the eye. You could also use the golden spiral composition, if it seems more fitting. All these placement techniques help your visuals be built naturally to meet the eye in a comfortable manner.

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Shapes and Logos

Just as stated in the first paragraph, shapes play biggest roles when creating a logo. Keep in mind, that the logo is that one glyph which must remind your customers about your brand’s name and identity. Let’s review Chanel logo for example. If you break it down, it’s two circles joint in their centers. Remember the circle graphs at school that was used to visually showcase differences and similarities between two objects? Something like that. Now, when you see this logo, you can never mistake it for any other brand, it’s Chanel for sure! Even Apple logo is a conjunction of loads and loads of circles to get this perfectly shaped bitten apple. Also, even when we are speaking of typographic logos, such as Tinder, they were also built in a gridline frame, so whether we like it or not, geometry gives a real helping hand for logo creation process and usage of blank space in general.

Psychology Of Shapes In Branding

In previous article we have spoken about 12 classic brand archetypes for developing brand persona, now let’s discuss classic shape psychology for your brand’s key visuals.  

Circles In Branding

Circles in branding carry the following ideas of Positive Emotional Messages, Unity, Commitment, Strength and Steadiness. For example, Audi has four connected circles. It has its own backstory of course, but in this case the brand persona Is very self-confident and steady as a persona, so circles fit in just right.

Squares In Branding

Squares are sometimes used to emphasize the main shape of brand’s products sometimes, like Microsoft or let’s say Lego which has a brick as background to its typographic element.  Yet squares generally stand for balance, stability and reliability.

Triangles In Branding

Triangles are generally tricky to work with, considering some superstitions in several cultures as well. But, if used creatively it somehow shows the conceptual direction of your brand. Triangles generally stand for concepts like: Masculine, Edgy and Powerful.

Lines In Branding

Lines carry more of a continuous concept and ideas behind them. In most cases creative brands like Sound Cloud have used lines so far. Yet it’s creative because it really matches their Music Play Platform where the tune is visually presented in the lines alike.

Organic Shapes and Spirals In Branding

Well, when it comes to organic shapes or spirals it’s obvious this element is often used in the fields related to eco-friendly activities. Not only of course, the brand Puma for instance is an exception, the organic shape is simply used relevantly to it’s brand name. The spirals tend to call for movement and indicate sports related branding strategies.

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Use these Brand Archetypes To Target the Right Audience

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Use these Brand Archetypes To Target the Right Audience

12 Classic Brand Archetypes

Generally, in Branding there are 12 classic archetypes which help you determine the persona and purpose of your brand. So if you know your persona and purpose well enough, logically you have a solid base to target specific audiences without wasting time and resources. Picking the right archetype to relate to is essential. But first, let’s overview the classic archetypes and understand their part in creating a meaningful communication with the related target audience.

The Innocent Archetype

The goal of an Innocent archetype is to spread happiness. It strives to be good, kind, helping, pure, optimistic, with strong moral code and love for romance. As for the overdose of these traits or misusing them in the wrong communications-they might appear naïve or boring at times. Dove soap is a great example in this case, with its soft and almost fragile looking advertisements.

The Regular Guy/Gal Archetype

The goal of this archetype is to belong or connect with others, general surroundings. They are more down to earth, practical, supportive, faithful. Somewhat of a Guy/Gal next door type. The double edged knife is that sometimes this archetype is risking to blend in too much, almost looking uniqueness. Ebay is the closest example of the stated archetype.

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The Hero Archetype

Well, judging from such a bold name it’s easy to guess this archetype wants to make the world a better place. The Hero is strong, bold, courageous, strong, confident and it inspires the customers. Yet, in worst case scenario Hero can turn out to be arrogant to a certain point. It’s all the matter of balancing these traits. Possibly, Duracell fits for this archetype.

The Outlaw Archetype

Outlaw just wants to break the rules and confront authorities, which is fun for sure. This archetype is rebellious and is starving for a change in this dull lifestyle. The risk is to not take it too far, otherwise the Outlaw actually does a great job changing audience’s perspective on certain subjects critically. Harley-Davidson Motorcycles are a great fit for this brand archetype.

The Explorer Archetype

Again, judging by the name, this archetype wants to explore and discover all possible experiences new or daily. It’s adventurous and restless and very independent. Yet, might not quite fit into the mainstream trends due to their very specific traits. Indiana Jones is a prime archetype fit.

The Creator Archetype

This one wants to keep creating until the very end. Something valuable and enduring time. Artistic, imaginative, creative nature. But might be too much of an impractical perfectionist, so be careful with that. Lego fits with this archetype perfectly.

The Ruler Archetype

Guess who’s a control lover? Order comes from chaos is pretty much a motto for this archetype. Just make sure it doesn’t manifest itself into tyranny. On the other hand, organized work-ethic is its Ace. Microsoft is a go-to order lover.

The Magician Archetype

Make all the dreams come true with one swipe of a wand, wouldn’t that be great? That’s what a magician does. The balance must be held though, to stay grounded and not be too selfless. Magician connects the audiences and helps them feel belonging. Apple can be a nice example to this archetype.

The Lover Archetype

Intimacy, Inspiration and Love. Not surprising, but in case of misbalance could turn out to be taken for granted or exploited. Care and love-Marie Claire acquires it all too well.

The Caregiver Archetype

Wants to care and protect others at all times and circumstances, but in a worse can scenario despite being so maternal, could be overly compassionate to the point of annoying. Yet, Johnson & Johnson is a good example of this archetype in a balanced form.

The Jester Archetype

Jester just wants to bring fun and joy to the world. Party and dancing and playing games all too well. Jester has a great sense of humor too. If it’s not crossing the line of disrespectful, Jester’s all good. Ben & Jerry’s fits this one archetype quite well.


The Sage Archetype

This one’s almost like a final Boss. Sage likes to gain wisdom and insight on everything and provides very trustworthy information. The risk is to not become too opinionated. But this archetype does help people understand their surroundings better. Google is a complete sage without a question.

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Make sure to scroll through our publications for more interesting articles on Edana and don’t forget to check out our services for Professional Assistance on your Branding journey. Feel free to contact us anytime!