We’ve been conceptualizing from the customer perspective quite a few times now and we start to see really cool effects from changing the story from a “this is what you are to say when you meet the client” to telling the story of “you as part of the story”. What we see is that the connection to the story and the brand gets stronger and the reason to believe turns out to be pretty obvious.

A traditional product training – Specs, features & benefits

To be more specific what normally happens when you do product trainings is that you focus on the features (at least most of us have left the focus on specifications – thankfully!) Features are then to be developed into benefits. Benefits are proven by reason to believe and then we hope that the engagement from the sales staff will be strong enough for them to sell your product to the clients in store. At best they will sell your product to the ones walking in asking for it. At worst, they will try to change their mind to their own preferred brand.

Are you a storyteller or do you share facts?

What happens in networks and social settings? Let’s take an example. You’re having dinner with some close colleagues and you start talking about travels you want to do and destinations you want to visit. How would you promote your destination? Would you start by telling the specs? Picture the conversation – “I’ve recently traveled to Marrakesh. Marrakech is situated in the southern part of Morocco, it has some 36 million inhabitants and the average income per capita is €25 per month. The good thing about Marrakesh is that it’s quite a well-developed part of North Africa and therefore it is quite easy to go there as many airlines are flying there on a regular basis.” Or, would you actually tell about what you did and experienced, who you met and what you discovered?

Creating the ultimate product and brand training at Elkjøp Campus in Oslo

Flipping the turkey and finding ways to combine visual surroundings with how, why and what you choose to tell in your story will make a big difference. Focusing on what you want your audience to experience not only what you want to tell them from a brand/ corporate perspective. Working with brand guidelines can either be seen as boundaries or opportunities. Working the full potential of a corporate brand guideline is not only fun it’s going to really maximize the effect of your efforts.

What you want to do and achieve should be the determining factor for how you create and develop your idea. If you want to see some ways that we worked during this year’s Elkjöp Training – check out our short video.

Happy engaging!


Kristine Lium
Head of Brand Experience & Creative Director

Interested to know more? Give us a wave and we can grab a coffee and a chat to see how we can energize and utilize the opportunity of your message and story.