FRAME YOUR BRAND THE IKEA WAY
Telling the truth provides the foundation of every successful storytelling strategy that will build your entire brand.
And you don’t have to be a multi-million dollar corporation to do what IKEA does really well. So how does IKEA frame their brand that makes us want to keep on coming back?
Well, they start by telling the truth. ‘The stuff isn’t going to last forever but it looks good and it’s affordable’.
They speak our language. There’s no jargon, no hype in their marketing. “Love where you live.”
Most importantly, they make it about us, not them.
IKEA sells us things we can’t get anywhere else, unless it’s another IKEA store.
They understand what we need before we need before we’ve worked it out ourselves.
There’s no hard sell, they allow the products to tell the story.
Now, you can take some or all of these elements and successfully apply them to your brand. It doesn’t matter whether you’re a software designer or a cafe owner.
Ten things you probably don’t know about IKEA.
1. The founder named the company after himself and where he came from – Ingvar Kamprad from Elmtayrd Agunnnayrd
2. The original product names were a product of his dyslexia
3. No one knows how much money Kamprad left when he died
4. IKEA’s American debut was a flop
5. They’ll send a live in anthropologist to study you
6. IKEA’s entertainment centre with a built in TV was a failure
7. They’re building a village in London
8. Germans love IKEA so much they wrote a musical about them
9. IKEA is switching to a no-screw assembly system
10. Oh, and one more thing. IKEA causes relationship problems