Guide
Storytelling
Unique & Memorable
We manufacture writing instruments – made by people for people. They and their personal stories are our focus.
Storytelling-Strategy
To edit a letter. Express yourself creatively. Being mindful: Being mindful: writing also means living consciously. The writing instruments from Schneider embody exactly that. Instead of focusing on products, we use stories large and small to show the people who trust the brand – and make it credible for precisely that reason. So every single product tells indirectly its very own story about why every thought is worth writing down.
When we develop new stories, we follow common guidelines. We’ve summarised them for you here:
Focus on the person – not the product.
Less promotional content –
more exciting story.
Avoid sober facts –
create emotional benefits.
Create a lively brand world that inspires.
People in focus
Calligraphy artist, architect or musician: all kinds of people use our products every day. According to our motto “Pens for everyone”. We let them tell what drives them to express themselves creatively. In doing so, we emphasise the values they associate with our values. With their personal conviction, these people become authentic brand ambassadors for Schneider.
Creativity in all its facets
Creativity can show itself in many different ways. We illustrate this with special stories. In the sector of “Write & Mark/Highlight”, we focus on emotional creativity, functional creativity and sustainable thinking. This means concretely: A poet gives free rein to her emotions in her words. An architect sketches a more sustainable future on the drawing board. Or a start-up entrepreneur structures his agile processes colourfully and catchily with our writing instruments.
The creative heads of the Makers Line
In the “Write & Mark/Highlight” sector, the motto is “Pens for everyone”. In the “Makers Line” sector, on the other hand, we focus on the stories of semi-professional creatives who stand out with an extraordinary style or special projects. You find out more in the product range of the Makers Line.
More than just a product
Behind every ballpoint pen, fountain pen or marker are small and big moments from everyday life or leisure and numerous feelings that we experience, such as pride, joy, fun, closeness or relaxation. We retain these touching stories. To emphasise the authentic character of these stories, we use reportage-style imagery.
Storytelling formats
In storytelling, we do not limit ourselves to the written word in the form of articles. We use this approach across all channels: from the report in the catalogue to the Maker Story on the website to emotional videos on YouTube or short snippets for Instagram.
Storytelling step by step
From theory we go into practice: Using an example chapter dividor from the catalogue, you can see how the interplay of high-quality images, authentic story and a not too offensive product placement can look like.
Step 1: Perspective
Take the perspective of our target group: When and how will one of our products take its place in your life?
2Step 2: Orientation
Emotional creativity, functional creativity or sustainability: emphasise one of these aspects in your story.
3Step 3: Integration of the product
Develop an emotional benefit from factual product features. Establish a subtle connection between people and product.
4Step 4: Positive plot
Motivating, inspiring & encouraging: Tell a story that leaves a good feeling.
Step 1: Perspective
Take the perspective of our target group: When and how will one of our products take its place in your life?
Step 2: Orientation
Emotional creativity, functional creativity or sustainability: emphasise one of these aspects in your story.
Step 3: Integration of the product
Develop an emotional benefit from factual product features. Establish a subtle connection between people and product.
Step 4: Positive plot
Motivating, inspiring & encouraging: Tell a story that leaves a good feeling.
Application examples
The storytelling approach applies to us across all media channels. Whether in the social media post, in the catalogue or in classic ads: We create memorable stories that reach the heart and mind of our target group. On our website, several brand ambassadors already tell their very personal story that connects them to Schneider. See for yourself how we put storytelling into practice.
