Maybe you also have a question, where did the storytelling of brands start? Where did it come to my mind? I’ll start the answer with this: My first life experiences were in the field of graphics, images and visuals, and I thought I should always look for visual solutions, but when I started working on packaging for my thesis and the years after that, I didn’t. I was working with my teacher Mr. Kamran Katoozian, I realized that every package should be able to speak to its buyer without words, the name of that seller is silent, and every package if it does not have a story or a hidden narrative and does not have the proper direction of the elements based on that story in the noisy market of sales fails
It was through the vastness of the graphic arts profession that I fell in love with the field of communication, and of course I had no idea that design or communication was for real sales or market entry. My first experiences were very successful and within a few years I won two awards and even I didn’t know what I was looking for and I was somewhat scared when I was able to show that I had the skills and ability to work with Apple Macintosh computers (at the time for I had gone to the dealership to buy computers) they noticed me and took an exam from me and after some time they ordered me to work for Apple in Iran. My colleague was Homan Mortazavi, we started together, and my work was mostly to turn very complex main issues into real and sweet narratives, Homan portrays them and many of them from the heart and many conversations with people who We guessed that they were potential or audience. This allowed us to have a deep influence on our target group, which was first of all the designer community. I realized that minus the visual tool, what matters is what we share with them and how we emphasize it. It was the details of the story that involved the audience. Of course, we also chose the right media, signed contracts with them at their best points, and worked with the program.
These things were very important, but the thing that impressed everyone was the use of the latest tools in the design of ads and expressing what was going on in their minds or their current problem.
The question is, what was their problem? Fear of the computer, something that I don’t understand the language of, how can I work with it? So the first point was that Apple has made it very easy for you, the second problem of all designers was whether it has Farsi language? Can I work with it in Farsi? This was a point that was considered a hidden advantage and should have been communicated to the audience. I believe that the brand story is one of the most important components of branding, but if we don’t get this process right, we’re screwed. The authentic and identifiable story of the brand originates from values sustained over time, from the commitment or promise of the brand that has flowed through all points of contact with the audience.
