In user psychology, story is the best way to deal with information. The story is very effective, it can grasp the attention firmly, but also can help the user to process the information, hints to the user the cause and effect. To tell a good brand story for a product is extremely important for product promotion. It can make the brand more flesh and blood and more convenient to remember. This article will show you a complete brand story design process through a practical case, hoping to bring some new inspiration to you.
Kookey brand case
Kookey is a banana based snack brand designed to provide a healthier eating habit for children. The product range includes banana cake, banana ice cream and banana jam. All product lines ensure a balance between taste and healthy nutrition. In order to push these products to the target market, we have created a brand story. This article is about how we do it.
Delta Kookey is the name of the brand – a snack from banana.
First, the problem
Our client is a traditional business owner who has a strong background in grocery trade, but he only knows how to make products. They do not have in-depth marketing capabilities, nor do they know how products should be propagandize in the market. Well, our task is to develop a brand strategy for developing the market. First of all, we have conducted market research.
Delta healthy snacks
There are mainly 2 types of consumer groups in the market structure of Indonesia.
- Adults, healthy snacks, women, young, good food and fitness.
- Children who like snacks, parents who have healthy consciousness.
However, the choice of the first group is a red sea market with a variety of mature products, from high-end brands and even small family businesses to compete in the market. Although our products are healthier than other products in this market segment, competition in this market will also require huge sums of money.
Therefore, after discussions with customers, we aim at the second category of consumer groups.
A picture from dailymail.co.uk shows a female student staring at the traditional pancake before going to school.