In this ‘new normal’ ensure your brand is anything but normal...
As we roll into the final quarter of 2021, Flare Creative Content has been working with clients to develop content and event strategies to navigate what is being referred to as the ‘new normal’. I was reflecting on a brilliant article published by Forbes Magazine only months prior to the COVID-19 outbreak, an outbreak that has changed the world (perhaps) like never before. The article titled, ‘3 Reasons Why Brand Storytelling Is The Future Of Marketing’, written by Celinne Da Costa, was brutal in its recognition of the concerns many brands had been grappling with, even before the lockdowns; bombardment of news, media and too often false narratives became even more ingrained in our daily lives.
“In today’s fast-paced, overly-automated, and digitally-driven society, humanity is becoming the new premium. The internet constantly rewards us with convenience and instant gratification, making the human touch increasingly more scarce and coveted.”
- Celinne Da Costa, Former Contributor at Forbes Magazine
Marketers recognise the importance of sharing your brand’s story - that is if there’s any hope of creating a genuine connection with your customers. Yet for many larger organisations, this is easier said than done.
Sure, sharing the brand story of Jimmy’s Craft Brewery, which started out creating biodynamic, crystal-infused IPA in the back shed of his St Kilda convert warehouse, may not pose the biggest challenge to storytelling. However, for many corporate brands, digging deep, understanding what makes you and your brand unique, has challenges despite greater resources to develop it.
So, should the captains of industry pull away from brand storytelling and leave it to Jimmy and his band of neo-capitalists?
Absolutely not! If the pandemic has taught us anything, it is that we still crave connection, meaning, and relationship in everything we do. Perhaps it cannot be surprising, that the more we have been isolated, the more we engage with brands both digital, and where possible, physical ways.
What I do know is the next 12 months will see the brands that champion their uniqueness, share their emotions, and think a little bit more like Jimmy, more likely to endure and thrive in this ‘new normal’...