ToyStory and Your Brand

An anxious Woody says, “Look I just need to get out of here.” Buttercup responds, “There is no way out!” Woody stares back at him in horror. Buttercup (laughing) says, “Just kidding. Door’s right over there.” That’s when it hit me. It’s not the CGI that makes the ToyStory franchise work. It’s the credible story telling, compelling characters, and great audience experience. And, that’s the essence of any great brand.

When the ToyStory franchise launched the buzz (sorry Mr. Lightyear) was all about the technology. The computer animation that brought the characters to life on the big screen was the first of its kind. But we’ve seen all of that now. CGI is everywhere. The franchise has been sustained by entertaining plots and endearing characters. And, there are some lessons in their success that serve all brand owners. Here’s a few:

The Characters – how does your organization connect with a diverse audience? At Bigfish, we strive to develop personal messages (some call them key messages) that support the brand idea but connect with individuals. I for example am a Woody fan. He’s more nerdy than cool and can at times be impulsive but his core values are never in doubt – be a friend.

The Story -- your prospects and customers don’t engage a logo they embrace an idea. That idea evolves into an experience. The experience is the manner by which your brand connects with its audience. It’s the way your story becomes their story. And when your story is their story, you have a brand advocate (see my Advocates v. Followers blog).

The Plot – in the movie ToyStory3, Andy has grown up and is moving to college. He is about to determine the fate of the toys. They decide to take matters into their own hands. Can they? Likewise, your customer wants to participate. They have a stake in how their experience with you “turns out”. So, you have to ask yourself, “Where is my brand headed and is that a journey that my customer will take with me?”

Visual Effects – lest I be misunderstood, the visuals do matter. They have to align with the story. But be careful not to patronize your real audience in developing your visual identity. Case in point: Bigfish is developing a new brand and marketing communications strategy for a group of pediatric physicians. Great folks. During the discovery process our competitive research found countless websites featuring primary colors, building blocks, and stick figure kids on playgrounds. Time-out. The kids aren’t using the websites. The parents are. My point, don’t confuse story illustrations with your brand.

You get the idea. Effects are a platform. Stories create context. Plots relate your message content. Characters are the manifestation of your ideas. Each helps connect your brand with its audience.

You’ve got a friend in me, @timbigfish on Twitter or on Facebook at www.facebook.com/timcnicholson