Brand Homes Webinar Getting started with Brand Stories 06.04.2022 Marie Steiner-Kastirr Head of Product Luna Miskovic Sr. Brand Engagement Manager Hi there, we are Brand Homes. Nice to meet you! Getting started with Brand Stories 01 What are Brand Stories? 02 Key benefits 03 Product demo: How to create a Story in the CMS 04 Tips & tricks for creating Brand Stories 05 Communicating sustainability 06 Questions & Answers Getting started with Brand Stories Webinar agenda Use this link to watch the recording. Please note that you’ll need to register with your email address to be able to access it. Before we begin... Getting started with Brand Stories What’s the percentage of customers that say that authenticity is important when deciding what brands they like and support? * Question #1 - Authenticity a. 52% b. 65% c. 86% * Stackla, 2019 c. 86% What’s the percentage of consumers that say they need to be able to trust the brand in order to buy from them? ** Question #2 - Trust a. 45% c. 20% b. 81% ** Edelman, 2019 b. 81% What’s the percentage of customers that cite transparency as one of the most attractive qualities in a brand? *** Question #3 - Transparency b. 15% c. 85% a. 66% *** Accenture Strategy, 2018 a. 66% What’s the percentage of customers that say they buy from brands who share the same values as they do? **** Question #4 - Brand values b. 35% c. 5% a. 77% **** HavasGroup, 2019 a. 77% Introducing Brand Stories Brand Stories allow you to connect with new and existing customers By creating Brand Stories, you get a chance to build brand equity , gain trust and loyalty , communicate your USP and share your brand values What are Brand Stories? Example: Follower email notification You can add multiple Brand Stories to your Brand Homes. Here are some ideas: ● About the Brand ● History: Why and how the brand started ● Values, Mission, Goals ● Social initiatives ● Commitments/Brand promises ● Team/Employees ● Factories where your products are manufactured ● Materials or ingredients you use to create your product Brand Story Use Cases Example: Brand Story WHAT ELEMENTS DOES A BRAND STORY CONSIST OF? Every Brand Story includes a vertical video , copy to introduce your brand story , a brand follow button , and optionally articles WHERE CAN CUSTOMERS DISCOVER BRAND STORIES? On your Brand Home on Web (Desktop & Mobile) and App HOW WILL THE STORIES BE SORTED ON BRAND HOMES? The sorting algorithm will determine the position of Brand Stories on a Brand Homes page HOW CAN CUSTOMERS WATCH BRAND STORIES? The videos will start playing automatically, but will be muted. The play controls will appear once a customer opens the Story in full view What are Brand Stories? Key Benefits Help customers get to the heart of your brand! Brand Story Key Benefits 01 Influence your brand perception: Maintain your brand image and presence on Zalando by visually sharing the real stories about your brand 02 Educate customers about your brand and products: Customers want to learn more on Zalando 03 Opportunity to drive customer engagement through immersive video storytelling 04 Build customer trust and loyalty : Use Brand Stories to grow your brand's follower base 05 Increase the organic visibility of your brand : Explicit signals will influence the customer journey by more personalized content from your brand! Product demo: How to create a Brand Story in the CMS Tips & tricks for creating Brand Stories Tips & tricks Start strong Lead with a clear hook within the first few seconds to capture people’s attention Tips & tricks Make your brand the focal point Show what your brand is about and what makes it unique Tips & tricks Show, don’t tell Some customers watch videos with sound off, so don't rely on audio or dialogue. Tips & tricks Use the copy to give further context to your Story