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Talking Tech

By: Marc S Levitt
Posted: April 26, 2013, from the May 2013 issue of GCI Magazine.

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Icons can be used in any context—from online to print, in ads, and on the front and back of packaging.

2. Infographics: Infographics can take many forms. They could be as simple as a statistical chart or a highly detailed illustration that reveals a complex process.

Ideally, infographics act as engaging visuals whose beauty draws people in and keeps their attention by being informational. They are best employed on packaging backs, when words alone cannot provide clarity. Online, infographics generally warrant a dedicated section to allow the story to take center stage, although they could function as a main image on the home page, if simple enough.

3. The Hero (or “If You Got It, Flaunt It!”): Key ingredients can often carry the whole story. For some brands, their product offering and brand architecture may already dictate that the ingredients are closely tied to the entire brand story, and everything is organized by ingredient—the Yes To brand is a good example. In cases where the ingredient is integral to the product’s efficacy (rather than merely as a scent), highlighting it above all else may just be the most effective route.

This technique works best when you’re introducing something truly new and disruptive to the market. If this is the case, the best thing to do is to show your ingredient clearly and downplay the other elements. Knowing when your story is simple enough— and interesting enough—to be the hero is predicated on your knowledge of your competitive landscape.

4. Metaphors and Similes: When writing about love, short poems rich with imagery can be more effective than long, descriptive prose-heavy letters. Similarly, some concepts that are difficult to grasp may be best explained through the use of metaphors and similes: Feather-soft, Sunlike radiance, Fountain of Youth serum.

Metaphorical phrases or imagery may not instantly describe a product, but can help to communicate a key benefit very effectively. When brands tap into unique metaphors, they should create an emotional connection with the customer.

Most effective in promotional material, metaphors allow you to create a fanciful vision of your tech story and make emotional connections. Bringing in familiar concepts from outside your industry can help tell your tech stories easily, helping simplify the complexities and better communicate key benefits to your audience.

So What’s Your Story?

Whichever method you choose depends on your brand architecture and voice.

What role does technology play in your brand? Are you truly connecting with your consumers? Are you seizing every opportunity to create meaningful, emotional connections?

These are tall orders for any brand, yet essential questions to be constantly addressed. Gone are the days of push marketing and reliance on words alone to tell your stories. If you seek to have a greater connection with your consumer, try one of the four techniques detailed here and see if you’re able to make a better connection. You might just find that talking tech allows your brand to speak for itself.

Marc S Levitt is the co-founder and creative director of MSLK, a marketing and design agency based in New York. MSLK specializes in helping beauty brands find their voice in today’s crowded marketplace through 360-degree brand positioning—from overall brand strategy to brand identity, packaging, retail experience, websites and social media campaigns. marc@mslk.com, www.mslk.com