Is your brand Relatable?
I believe in the power of a narrative. Story helps define a brand and set it apart. It’s also a bridge that transcends marketing, opening up a level playing field between brands and their audience. The role it plays is critical to building engaging brand experiences. This new social world provides endless opportunities to speak with consumers in a radically different way. I've seen the shift to more authentic dialogue over the years, and it's refreshing to work in a less contrived arena. The upside to this new dynamic? Brands that espouse transparency and that show up in a relatable way gain consumer trust much faster, and they tend to have more loyalists. We're all consumers at the end of the day, and if we're marketing a good product or service, there's no reason we can't reveal a human side. Unless you're Amazon, being relatable isn't an option. No one has time (nor the inclination) to sift through messaging to glean the truth or wade through mechanical content to figure out who you are underneath. And why would they when your competition cuts to the chase and does so with personality. For content creators, the message in this newfangled bottle is simple. Be a brand with integrity. Reveal who you are. And have fun creating unique copy.
Your talent pool
In business, numbers command attention. They tell a story and keep us all on our toes. If a formula’s correct, they don’t lie. On the creative side of marketing, we live outside of absolutes. When everything is working as it should, we thrive in the business of ideas. In spite of this, few companies tap into the value of creative intelligence. We’re all too busy manning our desks.
While in-house creative teams wrestle with producing high-volume, quality work on crazy-tight schedules, I wonder if a more integrated work environment – one where our collective heads are out of the sand – would create opportunities for more progressive solutions. For example, why not bring editorialists and art directors into business discussions more regularly? Ideating is part of our DNA. Our fresh perspectives and strategic abilities often bring about innovative solutions. If you hire well, you will find critical thinkers in the mix who surprise you.
The reverse is true as well: I once sat opposite a very bright e-commerce analyst who occasionally (and unofficially) joined our editorial brainstorming sessions by lobbing ideas over the cube. Not everything she said was viable, but she shared perspectives we hadn't thought of before.
Expanding your talent pool with creative thinkers helps promote a more inventive and intuitive culture. The more diverse a group, the greater opportunities there are for mining good ideas. With industrious people right under your nose, solutions are everywhere.