Today in class we learned about “brand stories” and how they can help propel a product above its competitors. Having a story behind your brand can bring about a higher level of awareness, consideration, and can ensure cycle repetition. It can connect a certain brand directly to the audience its trying to connect to by using similar experiences or feelings. Creating a great brand story, in my opinion, has to be created from the beginning and must be continuous throughout that bands life cycle. This way it can connect without sending mixed signals.

While listening in on the class today I thought about my groups brand that we chose (Crayola) and how it could be applied. I do believe that Crayola has a brand character, but is only used as a sort of logo and has no real back story. While doing some research online about different brand stories I came across Crayolas story of how it came to be. It used the three main points in crafting a good brand strategy: Clarity, Consistency, and Character.

Crayola is very clear to anyone who knows the brand. Just by saying Crayola you automatically know who they are and what they do. Crayola has been a staple in early classrooms around North America for as long as anyone can remember. They are know as a form of creativity that have been marketed over the years to both parents and children. There as also been a consistency over the years with Crayola. They have used the same green and yellow box since the beginning. And it has used character by introducing thousands of new colors throughout the years that, i feel, brings the brand to life even on a somewhat emotional level.

http://en.wikipedia.org/wiki/List_of_Crayola_crayon_colors

For example of Crayola connecting on a emotional level here are a list of some of the colors Crayola has created. Going through the list you automatically get a feeling of what that color will look like, taste like, or even get a feel for that color.

http://artbistro.monster.com/education/articles/6519-crayola-brand-the-color-purple---or-red-or-green-or

Here is a link to the story of how Crayola came to be and insight into the brand.

ENJOY!

J. Burry

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