Gone are the days where the newsmakers were celebrities, politicians, and Mother Nature. Now I and you are the ones dictating what comes up on our timelines, screens, and surprisingly, printed in our dailies. The proliferation of content creation on every medium and every aspect of our lives has forced brands to adapt the way they interact with their audience.
1. Staying still is not an option
Many brands realised this and rode the wave, positioning themselves as forward-looking brands that understand the needs of their customers. As far back as 2006, Nike showed the power that the internet could have with the memorable Joga Bonito campaign. Coca-Cola showed us how to create a truly global campaign from completely user-generated content with the ‘Have a Coke with…’ Campaign. Nando’s, well was just Nando’s. In 2021, you can not afford to stand and wait for content to be created by others. You will fall behind. Is it worth the risk to just stand still?
2. It’s not enough to just have a story
From the beginning of humanity, stories have served two functions – to educate and to entertain. Beneath the surface of every story is an element of truth and a lesson that is being conveyed. Many never look beyond the story itself to seek the truth or the lesson. Perhaps, it’s because many stories are never told in the right context, delivered in the most effective manner, or at the right time.
When building your brand to resonate with your audience it is those last three factors that affect whether or not it will stick with them, or be thrown to the scrap heap: Context, Delivery, and Timing. You have to condition your audience to be ready to receive your content. Drop hints, be consistent, tease them; let them be part of the journey as though they are crafting your brand’s story themselves.
3. Put yourself their shoes
Surprisingly, for all our differences and quirks, humans are all surprisingly very similar. We all have dreams and aspirations, appreciate authenticity, and expect respect, if not, decency. Our basal desire to be a part of something greater than ourselves supersedes our need to stand out. Brands that understand this create content that combines the best of both these worlds; they create content that turns their audience into a community, a community that is unique, special, and different from the rest of the world.
Awesome information here…well presented