Page 165 - MICROHUB Handbook - ENGLISH

4. Personalise the message

You found your brand, you figured out your story, your narrative, your

mission and now you are communicating with your audience. While you

focus on all of the above to tell your story, at the same time you need to

figure out how your product/service mission becomes a part of your
customers’ story. You need to prioritise personalisation of your brand

experience, as it will help you gain the trust and connection with your

customers.

To make this point a bit more tangible let's take Ikea

for example. Ikea, a furniture selling company,

invested significant amounts of money to create an

augmented reality (AR ) application to help their

clients to visualise their products in their own space.

They achieved this through the engagement of their client, and the
placement of their product (even on a virtual level at first ) within the

reality of the client and their living environment, hence creating a

connection. This level of personalisation is maybe out of reach for the

micro crafting business but it was used as an example to comprehend

what we mean by personalisation in terms of stories, narrative and

connection.

The general idea of the personalised message it that it helps the brand

communicate what you want to share but in a way that matches and fits

into the personal life and experience of your customer, while at the

same time showcasing how your brand and products will enhance this
experience.

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