“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Seth Godin, an American author, successful entrepreneur, and business executive, remarked, “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
A brand is an identity built through communication, experiences, and relationships.
Now, let’s think about what happens when a brand can’t speak with its customers. The first consequence is simple; they won’t buy the product. Yes, that’s true because if customers don’t know you exist, they can’t choose you! Imagine a customer entering a store to buy something. They will go to the rack where brands have displayed their products, but they will choose the one they have heard about; whether through TV commercials, YouTube ads, or word of mouth. They will search for that particular brand in any store, even if it’s not front and center. Distance won’t matter if they recognize and trust it.
This is why communication is crucial for a brand’s growth and competitive positioning. As Seth Godin also says, “In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.” In today’s fast-paced, digitally-driven market, a brand must make itself visible, not just on a shop’s display rack, but in the minds of consumers.
The purpose of this article is to explore how communication directly influences a brand’s ability to stand out and position themselves, compete effectively and grow in today’s marketplace. Based on our extensive experience at Vivi5 Studios, where we’ve worked across 20+ sectors, we know that effective communication can be the difference between success and failure in a competitive environment.
This is not just a creative exercise; it’s a strategic imperative.
Consumers expect brands to engage with them on multiple channels, whether through traditional media, social platforms, or digital spaces. If a brand lacks a coherent communication strategy, it faces several risks: invisibility, eroded trust, and ultimately, lost sales. And these translate into missed opportunities and potential revenue loss.
And here is an example from IKEA, showing how speaking to the audience creates a direct connection.
A Still from IKEA
Why Is Storytelling an Essential Tool for Brand Differentiation?
So, let’s get into the aspects of standing out in a crowded marketplace.
Think about how many have shifted to electric vehicles, it became a trend. Trends rule the market, and whoever follows them will get more purchases. First, let’s have a quick check on your company. Have you integrated AR or VR into your communication strategies? It’s like ‘seeing’ outside the box! You create a world for your customers to immerse themselves in, one that doesn’t exist in real space. This trend is transforming e-commerce, making it easier for customers to try things before buying; like clothes or nail colours.
Let’s look at how Burger King has executed their rebranding in an interesting way.
A Still from Burger King
How far are you from it? Have you started thinking of using it for your brand? Consumers always hear brands with something new and will constantly compare you to others. So, the key point is being as selective as when you buy a car or any vehicle of your choice, then driving it on a smooth, fast road without any damage, all the way to your customer’s home as the channel of communication, aligned with cross-checking whether the person you’re reaching out to is the one you want to meet and have a chat with.
It then narrows down to how you bring the brand into the conversation. Whether through compelling visuals, powerful narratives, or immersive experiences, your brand must deliver a cohesive message across all formats, from film production, to AR and VR. Aligning design, direction, and production ensures your brand creates a lasting impact across platforms; otherwise, it risks becoming a fleeting image, easily forgotten.
Here is an example from Nike incorporating the cultural significance, the essence of Japan, through anamorphic 3D video allowing passersby aka consumers to experience the brand.
A Still From Nike
How Can Storytelling Foster Connections and Advocacy?
How are relationships maintained? By understanding each other’s feelings, recognizing what they are going through, addressing concerns, respecting their time and values, and fostering a deeper sense of belonging. Being adaptable and supportive of each other’s growth is also crucial. The moment a person feels a brand is like a friend, partner, or family member; that’s the win. It’s not easy to reach that comfort zone where the customer feels you have solutions for them, that they can rely on you in both good and bad times, and that they want you to grow alongside them.
Watch Erste Bank’s beautiful animated ad to see how storytelling fosters relationships and advocacy.
A Still from Erste Bank
When this bond is established, trust deepens.
At that point, you won’t need to craft compelling stories for them to trust you; they will include you in their own narratives because they want you as part of their journey and history.
This Starbucks ad, blending live action and stop-motion, transforms the brand into an immersive experience.
A Still from Starbucks
Is Your Brand Speaking Loud Enough to Be Heard and Remembered?
New brands are emerging and entering the market every day. To be distinguishable, noticeable, acknowledged, visible, heard, sold, and remembered, you must create your own unique, vibrant, engaging, and attractive stories. The essence of successful branding lies in the ability to communicate effectively and authentically.
Here is one of our projects for Myntra featuring YK Organics, presented in a unique stop-motion style to showcase the brand creatively.
A Still from Myntra (Vivi5 Studios)
Take the reins of your brand and impactfully communicate what you mean to your audience and how your brand can elevate their lives. Speak to them with passion and clarity. Build your own stories, and don’t let others shape yours! This is where Vivi5 Studios comes in. With our experience and expertise, we offer diverse design solutions, allowing you to step back and oversee everything to ensure alignment with your brand.
Watch this ad from Nike to see how it inspires action in viewers.
A Still from Nike
As Maya Angelou once said, ‘People will forget what you said, people will forget what you did, but people will never forget how you made them feel.’ Let us help you communicate not just words, but emotions that resonate and inspire.
Written by Anavadya M S @Vivi5 Studios