Your brand isn’t really making an impression unless it shows its personality. The human need for human connection is like a cat’s desire for warm sunbeams: subtle, persistent, and utterly enticing. There will be no more blending in with generic slogans or flashy emblems. The custom wine glasses with logo is heard and triumphed over.
Once considered a passing fad, storytelling is now an essential survival skill. Consider your brand as a lively dinner party companion who regales guests with tales that are both memorable and little unpredictable, making them impossible to ignore. Discontinue the corporate speech. Begin a conversation instead. Be receptive to honest feedback, even constructive criticism, and use it as a hidden ingredient rather than a poison. Occasionally veer off the script. Use Zoom to display the unfinished sketches, the splattered kitchen, and the barking dog.
Machines can now decipher subtle facial expressions. People that follow you also do. In milliseconds, veracity is measured. Is it fabricated? You could as well rock a neon sign that says “Try hard” and a sandwich board. If a brand can make its audience seem more like an old friend rather than a focus group, people will stop scrolling. Instead of stressing about choosing the perfect colors, focus on connecting with your audience as if they were regulars at your neighborhood coffee shop.
Email addresses only? Adorable, yet dated. A child’s irrational fears, favorite Spotify songs, and birthdays will all be remembered by your brand’s “voice” tomorrow. With data, you’re not only visible on their feeds, but also in their pockets. Keep in mind that showing respect requires asking for permission first. Except when you deliver banana bread and tend their plants, no one appreciates a neighbor who is too curious.
Effort is trumped by community. Leave your fans behind. Form communities. Everyone is looking for places to share jokes, rants, memes, and creative works with others. Instead of only gazing at your castle in awe, invite them to play in your sandbox. Instead of posting, listen more. Unexpected trends or brilliant new ideas could be the catalyst for your brand’s next big thing, and you could find followers who are a treasure trove of such information.
Pursuing change is something that branding forces you to do. The ability to paint birdhouses with one’s toes has suddenly become popular. Prioritize adaptability above perfection. Own up to your mistakes. Share the spotlight if you’re good. Yeah, you’ll have to make a U-turn quite quickly at times. Get ready to forego the perfect plan in favor of a haphazard display of genius as it unfolds.
A person’s unique identity can save them from the raging branding wave. Boardrooms may be great for building brands, but customer loyalty? That is created through shared stories, memes, late-night direct messages, silly polls, and mishaps. Keep it in mind, and you’ll avoid playing catch-up altogether.