Wandering in the streets of my neighborhood, I have noticed how more and more storytelling brands communicate their personality and values through their shop windows.
Invite them in
Some, like Timberland (left photo), use a very simple and direct message about the holiday season: "HAPPY HOLIDAY".
Others, like Khiel's (right photo), add another layer, by encouraging you to be generous, which is the very nature of the Christmas spirit and happens to be at the heart of their brand. They invite you to buy products whose benefits will be donated to a charity to help children: "A GENEROUS CHRISTMAS".
Share your values
A few brands seem to be less selfless and just tell you to buy their product as a gift. Yet, this message resonates strongly with their personality and values.
Levi's is all about the American way of life, the Gold rush of the 1870's, the land of freedom, the opportunities of any man willing to start a new life and build it with his own hands. Levi's has a rugged personality and the values of a self-made man. If you - or the ones you care for - share this worldview, you may be excited by this message.
"OFFER AN ICON: THE TRUCKER LEVI'S JACKET. SINCE 1962."
Build a world
Ligne Roset (left photo) is a furniture company known for its collaboration with renowned and emerging designers. Everything in their stores tells you about the elegant and modern way of life you can aspire to. For the past few years, they have developed a new personality, that is less classic and go for a playful tone. If you're the kind of person that is drawn to beauty but won't take yourself too seriously, Ligne Roset is for you.
"IT'S CHRISTMAS, INSTEAD OF OFFERING A CLASSICAL GIFT, OFFER A CLASSIC AS A GIFT."
Another example of their personality and values (right photo): "THIS COUCH WON'T MOVE WHEN YOUR NEIGHBOUR DOES."
Here is the lesson to learn: when you look for a message that's appropriate for the season,
- try to focus on your values: what worldview do you share with your customers,
- and write it the way a personality like your brand would: what tone suits your brand and conveys the kind of connection you share with your clients.