Purpose and fun. Is that all consumers need?
In the fast-paced stressful daily life people live, brands are bombarding consumers with zillions of messages at the same time. Is a load of information something people want to see every day?
It is the Internet of everything or “Internet of anything” — a place where a lot is going on — a statement by David “Shingy” Shing, Digital Prophet at Verizon Media. Multiple channels, multiple messages. The flood of information is enormous.
Lately, marketing and communications professionals are trying to create different, unique and tailored campaigns that have an impact in the long run. It is a necessity for a brand to stand out among competitors and other brand segments. In the digital age, people have unlimited access to a lot of information, sources. Therefore, a lot of brand messages are reaching many audiences. One message can reach to the same people via different channels in a diverse format because online there are no borders. Now offline and online are more connected than ever before with communication campaigns being spread in Omni channels. On the other hand, there is a tendency in which many brand campaigns appear to be the same — saying to people how they can be and feel better with that product.
People are becoming tired of so much information and call-to-actions. Now, they are trying to find a purpose behind everything they read, buy, purchase, do in their life. We have reached a point when people have started thinking more about the brand purpose, its necessity, sustainability, benefits for communities, and more. It is not because consumers have started sieving information they see online and offline, but because people need a cause, a purpose to believe in and to follow in order to improve their well-being and help the communities they live in. People needs have changed from generation to generation. Millennials are looking at brands which have sustainable outcomes and impact of community. Millennials want an opportunity to leave a mark in society. Generation Z is more entrepreneurial and independent. They want to feel unattached, feel free and buy brands that answer their view of life.
Purpose. Culture. Truth.
Give a purpose to people. Consumers want to see the meaning behind a product or a service. A brand value that consumers understand and correlate to feel part of brand culture and to feel that they belong to a community.
Brand purpose starts with first identifying what brand culture is and how it can relate to people.
How brands communicate their culture and purpose matter. All messages have to hold true. Communication has to be authentic. It is only working to engage with people and to find followers of your purpose when you are authentic and true to yourself.
Understand the need.
Look deep inside consumers’ needs and truly understand what drives people forward. It is not about a person to like and admire a brand or not. It is about WHY people love that particular brand. This understanding about consumers holds the truth about them, about their initial drivers to action and engagement. The truth about consumers’ needs only will enable us to build an authentic message for that particular consumer. Then, messages would be understood and accepted. This moves people towards action and engagement with the brand.
Is this possible? Yes, by being curious.
Curious about consumers.
Brand authenticity gives meaning to people about their life. It will answer to people’s needs that make them feel genuine good, appreciated and loved. The authentic content holds meaning for people. The purpose that enriches daily life. With all the buzz and everything going on online and offline, people would need downtime to feel present and to appreciate everything they have. Meaning could be in anything. Let’s really try to look at the meaning and purpose people are looking for among everything they see, read, hear, consume.
Create fun. Spark an excitement.
A key to reaching to people’s heart is by being interesting and fun. There is a lot going on in people’s lives on a daily base. People need emotions that make them happy. When people are excited and have fun, they feel happy.
Brands can reach to people’s happiness by being fun, interesting, creative and by creating excitement. The fun and the excitement reach to human senses. It is fascinating when a person could experience a brand through a moment by all of their senses. This becomes memorable. A happy and fun moment when people can associate with.
That’s why creativity plays a big role in communications, marketing, and PR. Creativity doesn’t necessary means new inventions or thinking of innovations only. Creativity could be something old told in a different way, with different means but with a new approach. Creativity is not something unseen before but rather is an invention about something that sparkles happy feelings and memories.
During DigitalK 2019 in Sofia, Bulgaria, David “Shingy” Shing talked a lot about standing out and lead the difference. He also talked that brands should connect with consumers by touching their human senses. When a brand has a memorable sound, this is a new level of talking to people.
Sound connection with people is very powerful. If you take music, for example, it moves people in a different way. And, of course, always through feelings.
Build a momentum.
Brands should build a surprise for consumers and allow them to have a momentum to build their own experience with the brand. Then, continuous conversations start. Any brand can give a lot of stories, but what is more important is to leave people feeling the brand in their own way instead of telling brand messages to them on and on.
It’s all about having more stories with less telling, describes David “Shingy” Shing
When brands leave consumers to experience their its culture, purpose, then product and to build their own moment, it is really about the brand connecting with people.
Brands need to connect with people with their emotions not only because people buy by emotion, but to create memories, happy feelings, fun, joy and excitement.
Brands that have the human approach are more successful. If brands focus only on what they want to say, they lose people. Being human is to have own purpose and culture and to be able to relate to other humans, build a community, enjoy things together, have fun and belong to a culture.