ina story by Irene van der Heijden,

International fashion and branding

in themanual

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IN the manual page 1

IN the brand page 2 vision page 2 mission page 2 explanation page 2 ambition page 3 core values page 3

IN positioning page 7

IN personality page 9 brand personality page 9 brand template page 9 effectiveness model page 10 brand personality page 12

IN style page 13 colour chart page 13 font type page 13 tone of voice page 14

VisionThe telling of stories is being used for years and years in all sorts of fields. In literature, obviously, but also in art, music, psychology and even in business. But, in marketing as well.

Feminisation, the name for the megatrend that indicates the rise of the soft-er values for both men and women, and conservation, the megatrend that points out the inspirational influence the past can have and has. Appealing to people’s emotions is key, and the immense power of the age-old storytelling is tremendously effective. Particularly in combination with the possibilities of modern technology, narrative is the most promising tactics of today. Fashion brand should realise they need to spread their passion to able the consumer to relate to the brands.

Mission Storytelling techniques allows people to not just involve them with the stories as an audience, but to make them storytellers as well. The repeating and announcing of stories in the same

way that legends, myths and rumours are being spread; it is a human need to pass things on. ‘IN’ helps fashion brands with how to use this principle in the most valuable way. Every brand should have its plot.

ExplanationAs said before, storytelling or narration is a wonderful way to make consumers bond with a brand and/or product. IN is a brand that helps fashion brands to form their story.

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AmbitionIn five years from now, the fashion brands ‘IN’ has worked with has its story, every story has its readers. Every reader is a con-sumer.

Core ValuesA short list of core values indicates what is truly important for us as a brand. These are not values that change from time to time, situation to situation or person to person, but values that stay, and

underline our company culture. The only way to keep what is important to this brand, is sticking to these core values. These are the soul of IN. - Narrating - Emotional - Building relationshipsThese three core values are visualised on the next three pages.Core Values (visualised)

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ClinicalEmotional

Incompatibility

Affinity

in

PositioningThe position of IN is visualised in three graphs. The first graphs fo-cuses on the feeling the client has with the brand. IN understands how important it is for a client or consumer to feel comfortable with

a brand. A client will definitely have great affinity with IN, as is shown in Graph 2.1. IN will comfort its client much more as other brands would. Another thing that is certainly visible in Graph 2.1, is that IN is more emotional rather than clinical. IN will appeal to a clients emotion, instead being a cold, unemotional brand. Graph 2.2 indicates IN as an highly amusing brand. People usually feel very comfortable with IN, since it is an amusing, approachable brand. Besides that, IN is very much talkative, rather than taciturn, something that is mostly ap-pealing to a client. Graph 2. 3 shows that IN is seen as an imaginative company. But one that stays close to truth. In addition to narrating, showing emotion and building relationships, honesty is very important for IN.

in positioning

Graph 2.1

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ReservedAmusing

Taciturn

Talkative

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Graph 2.2

InconceivabilityImationation

Falsehood

Truth

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Graph 2.3

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Brand PersonalitySo what kind of person would IN actually be if it was a person? After seeing the following brand template and effectiveness model you will definitely get an idea of it.

Brand TemplateThe brand template shows three types of brand values; the func-tional and emotional personal features, and expressive brand value. And, most importantly, the brand essence. The brand essence is

the most important value for the brand, in the case of IN it is “Every brand should have its plot”. IN thinks bonding your costumer to your brand is best done by telling a story. And the best way to do that is, firstly, by using your imagination and narration (functional personal features). Secondly, by reveal-ing your emotional personal features; warmth, affability and emotional, to comfort your client. And thirdly; by being talkative (expressive brand value).

in personality

Every brand should have

its plot

Emotional Personal Features;Warm, affable, emotional

Comfortable

Functianal Personal Features;ImaginationNarration

Expressive Brand ValuesTalkative

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Effectiveness modelWho am I? A storyteller. IN is a talkative brand that tells stories that appeals to peoples emotions. That is how IN builds up close relation-ships with clientele. And despite the fact that IN has a great imagina-

tion, this brand always sticks to the truth. How does that impact my behaviour? IN communicates, talks, chats, speaks, tells, converses and discusses. But before saying, IN always thinks. This brand always thinks about how to combine its imagination with truth to come to a fervent story.

How does my behaviour impact people around me? IN gets people emotional involved with a story. Weather these emotions are optimistic (as they usually are) or downbeat, it makes people relate to a brand or product.

How do people experience me? People experience IN as an imaginative, af-fable and warm person. Someone you can always go to, to drink a cup of hot coco and listen to a breathtaking story.

How does that impact my effectiveness? People feel comfortable with affable and warm persons. And the fact that this ‘person’ is telling wonderful, imagi-native, nice stories helps them to feel attracted to both IN and the story IN is telling.

Is all of this consistent with my core values? All of this is certainly consistent with IN’s core values, Narrating, emotion and building up relationships.

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Brand personalitySo what kind of person do you think IN would be? Use your imagination!

IN would like you to see IN as an warm, affable and emotional person. Some-one you feel comfortable with. Someone like your grandpa, or grandma. An old wise person with a great imagination sitting in a big old chair nearby the fire place. Wearing a wool vest, pantaloons, slippers and reading glasses on the tip of the nose. Big hands holding a big book with curly, handwritten let-ters telling loads and loads of stories. We, as grandchildren, sitting on the carpet with hot coco listening to amazing stories.

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in style

Color ChartThe colour IN uses are a nostalgic brown and a modern blue.

Font typeThe fonts IN uses are the nostalgic Book Antiqua and a modern Dustimo

Book antiqua;

ABCDEFGHIJKLMNOPQRSTU-VWXYZabcdefghijklmnopqrstu-vwxyzDustimo;

ABCDEFGHIJKLMNOPQRSTUVWXYZabcde-fghijklmnopqrstuvwxyz

R = 111, G = 79, B= 40

Pantone 3105

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in style

Tone of VoiceThe tone of voice in this brand is both nostalgic and modern. The use of a nostalgic chocolate colour brown and a modern light blue, and the use of these two different font types, gives the reader the

exact feeling IN wants to give the consumer. The use of an old-fashioned princible with a modern twist.

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