Your brand might as well be invisible if it doesn’t show its true colors. People want to connect with others like cats want to be in the sun—quietly, constantly, and completely. You can’t hide behind shiny logos or taglines that sound like everyone else’s. Resonance rush promotional items win.
Storytelling isn’t just a buzzword anymore; it’s something you need to stay alive. Think of your brand like that friend who tells crazy stories at dinner parties—funny, a little unexpected, and impossible to ignore. Stop talking like a business. Instead, start a conversation. Let real voices, including criticism, into your life, and don’t regard it as poison; treat it like secret spice. Every so often, go off script. Show the rough drafts, the messy kitchen, and the dog barking on Zoom.
Micro-expressions can now be read by algorithms. Your followers do too. Authenticity is measured in milliseconds. Making things up? You might as well wear neon lights and a sign that says, “Try hard.” People stop scrolling for brands that seem less like a focus group and more like a buddy who understands them. Don’t worry too much about getting the colors quite so. Instead, worry about connecting with your audience like they’re regulars at your favorite coffee shop.
First names in emails? Cute, but out of style. Your brand’s “voice” will remember birthdays, Spotify playlists, and even some of your childhood fears tomorrow. Data means you’re not just on their feeds; you’re in their pockets. But keep in mind that respect and permission go hand in hand. No one loves a neighbor who is too nosy, unless you also water their plants and bring them banana bread.
Community wins over campaign every time. Don’t worry about followers. Make tribes. People want places where they can make memes, complain, laugh, and work together. Instead of merely looking at your fortress from afar, ask them to come play in your sandbox. Post less and listen more. You can find followers that are full of great ideas or surprising trends that could help your brand become the next big thing.
Branding will always make you want to change. If you blink, someone will have gone viral for painting birdhouses with their toes. Choose flexibility over perfection. If you mess up, own up to it. Don’t brag if you nail it; share the stage. And yes, there will be instances when you have to turn around very quickly. Be ready to throw away the polished plan for chaotic brilliance in real time.
Being personal is the only way to stay afloat in the crazy world of branding. Companies may build brands in boardrooms, but loyalty? That’s made through late-night DMs, fun surveys, errors, memes, and stories that are shared. Keep it in mind, and you’ll never have to catch up.