The transition occurs when a company ceases to be an informational entity and evolves into a customer experience. This typically takes place quietly and without fanfare — such as when the layout of a website’s menu is created; or when the first line of copy on a landing page causes a visitor to slow down and read instead of click away; or when a company treats its digital presence as if it were a story, as opposed to a bulletin board.
This is called Digital Story Architecture. Story Architecture is the blend of design, narrative, and intent — creating a cohesive and authentic experience. Digital Story Architecture is NOT fluff; it is the reason why some companies are viewed as having a “timeless” quality, whereas other companies are seen as simply holding a “placeholder” position.
A Brand Is More Than A Logo
While logos are very helpful and act much like a first impression, it is the feelings that customers have about your brand after they encounter the logo that are important. Your brand lives in every decision you make; button shapes that seem inviting; headlines that speak to genuine human problems; colors that calm rather than overwhelm; excellent branding has a quiet confidence and doesn’t scream out its importance — it welcomes customers in and gives them space to breathe.
Digital Websites Designed For Curiosity
Most visitors don’t continue scrolling through your website due to boredom. Visitors continue to scroll when something catches their eye. Curiosity is the primary means by which visitors spend time viewing websites online. A website designed with curiosity in mind will become a guided experience as opposed to a waiting room.
Tools That Support The Story
Technology should support the message and, therefore, elevate it. When a company selects tools that understand the importance of connecting people, technology is no longer an obstacle.
Tools That Support The Story
Technology should support the message and, therefore, elevate it. When a company selects tools that understand the importance of connecting people, technology is no longer an obstacle.
An example of this is how non-profit organizations are using Donor Management Software to foster deeper connections with donors, track the impact of those donations, and convey the impact of those donations in meaningful ways. The technology fades into the background, and the mission moves to the forefront. When software supports a brand’s personality (and not replace it), the brand remains human.
Marketing As Friendship
Everyone is sick of being sold to. However, everyone loves to feel understood. Marketing that works today is based upon the concept of a person saying, “I see you. I understand where you’re coming from. Together, let’s make something better.”
That is not a marketing slogan. That is a philosophy. It can manifest itself in many ways, including thoughtful content, real-world language, images that show true-to-life scenarios (versus over-perfected images), and is obviously slower than the one-click ad-blasts that so many businesses utilize. And it is far more effective long-term.
Partnering To Build, Not Buying From Vendors
You don’t have to do this by yourself. In fact, you shouldn’t. True digital storytelling comes alive when businesses collaborate with creative partners that understand both form and functionality; strategy and emotion; technology and tone.
