by Miriam Hara | Apr 26, 2024 | Business Success, Content, Marketing
Think about your local business around the corner when you’re about to click on the buy button on an online shopping property. It can’t be said enough. Just think about everyday expressions about the way of the world today or actually…the ‘perceptional’ size of our world. Expressions like, It’s a wild world out there, or actually it’s a small world, or better yet, the world is your oyster are only a few examples. These expressions all direct us to thinking of our world in a very global sense. Our world is definitely evolving rapidly – and in many ways, “thinking local” is no longer the in-thing to do.
Technology Threatens the Local Fabric.
I see the technology advancement as a good thing, for the most part. From the inception of cars, trains, planes, to the first flight to the moon. Add the adoption of the internet, email and smart phones. Sprinkle in the proliferation of online shopping properties (amazon!). Blend in all the social media platforms like LinkedIn, Facetime, Instagram and business communications like Zoom…
Our world is small and getting increasingly smaller by the minute.
We can talk, no actually, we can see, anyone instantly that lives across the globe…we claim to have contacts and access to professionals that we’ve never shared a handshake with and partner with them. Yet, in spite of all this advanced technology making us feel that the world is shrinking, it’s also becoming more far reaching. Perhaps the term is that I’m searching for is “accessibility”.
Our world has become uber-accessible for us all. And for the most part that’s a good thing.
With the availability of our world being at our fingertips, comes a responsibility to set our sights a little closer. Actually, a lot closer…to the corner store; to the cool boutique or consignment shop quite literally, around the corner or the local cheese boutique or butcher or _________________(fill in the blank). Don’t get me wrong, I get it…it’s so easy to scroll, autofill and click to purchase without leaving the couch. It’s so accessible.
But it’s not very local-minded…nor is it very community-focused. When COVID happened, admittedly, there was a surge in online shopping, However there was also a renewed sense of supporting the retail stores around our neighbourhoods which I believe is starting to wane. With COVID, there was a shared commitment and responsibility to invest in the community where we lived. People recognized the importance of supporting their neighbourhood stores and restaurants. This shift wasn’t just about convenience and I would also say, it wasn’t about costs; it was about preserving the unique character of local communities.
Think Local: The ripple effect to each and every one of us, is well worth it.
Supporting local businesses bolsters the resilience of our communities. When we spend our money locally, we contribute to the economic vitality of our neighbourhoods. Local businesses employ our neighbours and help sustain our local economies.
Neighbourhood shops add flair and style to each community… they often propel a community’s vibrancy and identity. Small community businesses offer products and services that are original and unique…adding richness and and an emotive connection to their communities.
Shopping at your favourite local retailer may enable you to walk to the store, making you more physically active…You’ll get your steps in …and even if you have take a car, it often involves shorter rides, reducing carbon emissions associated with further distance transportation (not to mention that your local store won’t contribute logistically, in the same may as your giant big box retailers).
Local business is good for the soul and our mental well being. Local business fosters personal connections…a hello on the way in, a tid-bit of conversation, a familiar smile….getting to know people behind the counter or other patrons… provides all of us with a sense of community that that online properties an big box stores can’t replicate.
By choosing local you’re investing in your community, enhancing its unique character, and strengthening the bonds that hold it together. And you get the product or service that you need. That should make you feel very good. And that’s just a win for everybody.
What are your thoughts about supporting the local community?
by Miriam Hara | Apr 18, 2024 | Branding, Content, Marketing
In today’s world, where digital noise is louder than ever, having a brand story that feels real and authentic can truly set you apart. It’s more than just about selling something; it’s about sharing why you’re doing what you’re doing, who you really are, and the principles that guide you. Crafting a brand story that people can relate to is like building a bridge of trust and loyalty, and yeah, it pretty much shapes how you talk to your audience through your marketing.
Before we dive into the ‘how’, let’s talk about a few authentic brands that truly get it.
These stories are more than just business talk. They show that when a brand story comes from the heart, it can form a unique connection, help your brand be its own, and keep customers coming back for more.
Patagonia, the outdoor clothing and gear company. Their love and concern for the environment is stitched into every part of their story. Whether you’re on their website to their Instagram, you’ll see them sharing moments of environmental and social goodness. It’s clear – they’re not just here to sell you outdoor gear; they want to spread love for nature and make a difference.
Warby Parker, the eyewear company, has built its brand around the promise of stylish, affordable eyewear coupled with social responsibility. This company has built their brand around the idea of offering stylish yet affordable glasses and doing good along the way. Check out their website or social media, and you’ll see their “Buy a Pair, Give a Pair” program making waves. It’s not just about fashion for them; it’s about making a positive impact in the world.
Dove, a personal care brand, launched its very successful ‘Real Beauty’ campaign to challenge beauty stereotypes, a narrative which continues to shape their brand story. Their ‘Dove Self-Esteem Project’, as seen on their website and Instagram, emphasizes their commitment to body positivity and self-esteem, positioning Dove as a brand that cares about more than just selling personal care products.
Everlane, the clothing and accessories retailer, has rooted its brand story in ‘Radical Transparency’. On their website and Instagram (@everlane), they detail their transparent practices, from showcasing their factories to explaining their pricing model. Everlane’s story appeals to ethically-minded consumers who value knowing where their clothes come from and how they’re made.
Follow these few tips to create your brand’s story.
- Identify Your Core Values: What does your brand stand for? What principles guide your decisions in regards to your brand? Identifying the core values of the brand will naturally build a foundation for your brand’s story.
- Know Your Audience: Understanding your target audience is PARAMOUNT! Without the critical ‘knowing’ coupled with genuine target empathy, your brand will go nowhere. It is imperative that “the story” of your brand resonates with your audience’s values, aspirations, and challenges.
- Be Authentic: Here’s that word again, Authentic. It’s the word of the 2023 according to the Merriam Webster Dictionary. Needless to say authenticity builds trust. This word in context of social media has been at the core of social engagement. Social media is a platform to your brand’s voice and persona… SO authenticity starts at the core of the brand’s story. Be transparent. Be honest. Share your brand’s successes and hurdles. Authenticity makes your brand relatable and trustworthy.
- Show and Tell: Use visuals, narratives, and experiences to share your brand’s story. Remember, your brand’s story should be experienced, should engage and should connect… it’s necessary!
- Evolve: As your brand grows, your story should evolve too. Brand is a living organism. Keep it relevant and fresh, but ensure it remains consistent with your core values.
Developing a compelling brand story is not a destination… it’s a journey. If you’re in the midst of developing your brand’s story or need help refining it, we’re here to help. Get in touch and let’s start crafting a story that resonates.
by Miriam Hara | Apr 4, 2024 | Advertising, Agency, Branding, Marketing
What does active listening mean for brands…and why does it matter?
We’ve all been there. We are immersed in our brands and rightly so! But that means we wrap ourselves up in the narrative we create, and get caught up in our very own echo chamber. We hear what we think… what we believe. And, it becomes second nature to assume everyone else is on the same page. But here’s the reality check – just because we’re familiar with our message, doesn’t mean our audience is. And if we find our creative vibe growing a bit tired, it doesn’t necessarily mean our audience feels the same. Listening to our echo chamber, it seems, is a trap that’s all too easy to fall into. We’re so entwined with our brands, it’s simple to think everyone else is too. But our audience? They don’t see it quite the same way.
The assumption that our intended audience is as involved as we are? That’s an assumption that is dangerous.
So, how can we stop ourselves from assuming?
The long and short of it all is simply stated. We need to engage in active listening. And there are lots of tools to do just that. In order to actively listen we need to have a genuine understanding what our audience wants. Actively listening provides us with all the answers…we just need to be open and engaged to act on the information that is given to us, by them… for the brand! I know I say this over and over, but can you say research?!
More importantly, we need to assess the brand’s message and how we, as marketers serve it up to audiences. Is it crafted into messages the brand’s audience wants to hear? Is the brand message delivered in such a way that resonates with the audience through stories and authenticity that they will find compelling?
Talk to them by simply listening.
Audiences in the year 2024 are diverse, and that’s putting it mildly. A broad spectrum of people with varying interests and preferences means we can’t rely on a single, catch-all message. What’s required is a deeper understanding and an approach that speaks to the different segments of our audience. Active listening and tailored messaging are fundamental for success.
With all the tech tools we’ve got these days at our fingertips, we’re far from supposing… or assuming. It goes without saying that social media, analytics, big data – they’re more than just industry jargon; they’re our roadmap to the minds of our audience. The key to harvesting this goldmine of data and information is to make decisions for the brand that speaks meaningfully to its intended audience. To keep it human. That is a must. Audiences (your consumers) aren’t interested in your brand, or any brand. They want what speaks to truthfully to them, in a way that makes them feel good and that means brands that are transparent, genuine, and have a heartbeat.
Speak to them about what they value.
How do we build those connections? Well, here’s that word of the year 2023: authenticity. People aren’t interested in the brand’s market share or profitability. As a matter of fact, I would say that the contrary happens. Audiences don’t value those types of brands. Today’s audiences want brands that stand for real values.
As brand marketers it really isn’t about only making the first impression right. It’ about continuing to always getting it right. We’re talking less shouting from the rooftops and more heart-to-hearts. Less assuming we know our audience’s perspective and more getting to really know the people we’re talking to. Suffice to say, we need to engage and make room at the table for a two-way conversation where both the brand and the consumer feel seen and heard. That’s how you build brands…by building communities.
So let’s quit the marketing echo chamber and embrace all the marketing platforms that are available to us out there. Making the most of the tech tools that are available, and keeping it real, is the only true way to market a brand. It will make sure that your brand doesn’t just talk, but speaks volumes. Putting our audiences first is the only path to success that will allow us to build bonds and communities that stick around for the long haul.
Have you been a victim of your own echo chamber?
by Miriam Hara | Feb 22, 2024 | Agency, Branding, Marketing
A favourite analogy of mine is equating brand positioning to finding the perfect spot on a crowded beach. And the perfect spot to find is to be in the thick of the action but not swamped in the noise. Isn’t that right? It goes without saying regardless of what the product/service is, or what brand, creating a unique space in your target audience’s mind is crucial for standing out.
I think we can all agree that brand positioning is about being different. But there is more to it. More specifically, it’s about being distinctly different in a way that’s valuable to your target audience.
There are 2 distinctive brands that exemplify this eloquently. 1) Apple isn’t just another tech company; it has positioned itself as an innovator, a lifestyle brand signifying creativity, simplicity, and sophistication. Yes, Apple has Steve Jobbs to thank for that…initially that is. But I think we can all agree that Apple’s brand positioning has transcended even Steve Jobbs. And 2) Tesla has marked its unique position as a pioneer in sustainable luxury vehicles, beautifully marrying environmental consciousness with luxury and performance. Again Elan Musk has had a lot to assist in bolstering that brand position, but the Telsa resonates because it has intrinsic value to consumers.
Developing a positioning for your brand is fundamental.
How to go about doing that is not that difficult…you just need to find the perfect spot in the market place and stake your claim. Here’s a few questions that need to be addressed in order to position your brand.
Know Your Audience: Sounds simple, right? But it’s more than demographics. It’s about understand their needs, desires, and pain points. What are they seeking that they can’t find? And how can you fill that void?
Determine Unique Value Promise: What sets your brand apart? What unique offering can you provide in a way that resonates with your audience at their core? And make sure that your brand can do so, consistently.
Know Your Competitors: What other brands are out there, in the crowded market that can be perceived to be the same as your brand? And if that’s the perception why is that? And why isn’t that the case?
Once you’ve addressed the questions in the 3 steps above, you’re ready to take pen to paper and articulate your Positioning Statement: Utilizing the information you’ve collected, start crafting a succinct statement conveying your brand’s unique value, its target audience, and how it differs from your competitors.
Once your positioning is defined you need to put it out there… it needs to get exposure and it needs to be consistent across all touchpoints, from your website and social media to your customer service and product packaging.
Positioning a Brand Takes Consistent Effort.
Brand positioning is not a one-off event, but rather a continuous process. It requires routine review and tweaking. As your audience and the market evolves so does the need for your brand to evolve too.
Ready to carve a unique spot for your brand in a crowded market? Contact us!
by Miriam Hara | Feb 7, 2024 | Agency, Branding, Marketing, Social Media
Generation Alpha: Are you Ready?
It’s hard to believe that 2024 is upon us. And guess what? We’re on the cusp of something new – the rise of Generation Alpha. This generation defined by those born as of 2010 to 2025 are gearing up to become the biggest generation ever, even bigger than Gen Z. So, what should we as marketers and businesses get ready for as they grow up?
Generation Alpha: Pleased to Meet You!
The birth of Generation Alpha was the year 2010 –the same year the iPad hit the scene, marking their deep connection to technology from day one. Unlike us, who had to catch up with technology as it evolved, Alphas have grown up with it as part of their everyday lives.
Cradle Techies
One sure thing that sets Generation Alpha apart is their natural knack for technology. Touchscreens, voice-activated gadgets, and lightning-fast internet have always been their companions. Growing up in the digital era has made them super tech-savvy and quick to adapt to the ever-changing tech landscape. Baby Boomers and Gen X passive babysitters was the TV. Then for Gen Z, the era of Google came to be. For Generation Alpha…it’s the iPad and now AI! Gen Alpha will be the first to experience a future intertwined with Artificial Intelligence at an early age. AI will assist them with everyday tasks, and asks, providing the information they are searching for tailored to their interests wants and needs.
Inclusivity and Diversity
Following the footsteps of Gen Z, Generation Alpha celebrates diversity and inclusivity to the next level. Their world is more connected and more inclusive, having grown up in an environment that values diversity in all its forms. This has made Alphas open-minded, accepting, and inclusive, and it’s a real call for businesses to change the way they operate and for brands to communicate.
Learning, Creating – Virtually
Generation Alpha has a world of information and educational resources at their fingertips, thanks to the internet and google and AI. AI will reshape the way Gen Alpha learns. By the same token, Generation Alpha is changing the social scene. They aren’t passive users of social media; they’re creators and learners. Platforms like TikTok have turned into their virtual classrooms. They soak up information through short videos, tutorials, and creative content. Businesses tapping into these platforms even more so than they currently are for marketing and education will have a real edge in engaging with this generation. Businesses should gear up for a workforce that values lifelong learning and seeks careers that make a difference.
Social media has become a way for Alphas to express themselves and get inspired. It’s not just to be passive and observers. They are interested in making their mark. They’re more likely to trust recommendations from social media influencers than traditional ads. Again, that isn’t new. As marketers we’ve already embraced social influences, however businesses and brands need to integrate and collaborate with influencers authentically… and transparently. This is a must to connect effectively with this generation.
Self Expression. Self Made.
The ease of which they converse and engage digitally via video on social has had them grow up in an age of startups and digital innovation. The Alphas are more likely to embrace entrepreneurship and think outside the box to solve problems than any other generation before them. Nurturing this entrepreneurial spirit, encouraging innovation and offering opportunities for self growth within organizations will be a necessity for business to attract talent.
A Call To Businesses
Businesses need to forge ahead, and that means adapting to a workforce that values flexibility, digital fluency, and diversity. Companies that invest in technology and prioritize diversity and inclusion will be magnets for the best and brightest from this generation.
And let’s not forget about the social and environmentally consciousness that is innate to Alphas. They not only expect but will demand companies not only to provide top-notch products and services but also to have a positive impact on the world. That goes for brands too. Businesses and brands with a commitment to sustainability and social responsibility will win big with the Alphas
A Brave New World
The rise of Generation Alpha will ignite change. This tech-savvy, diverse, and entrepreneurial generation is geared to reshape how we do business and socialize. By embracing their unique qualities and getting ready for their entry into the workforce, companies can thrive in the age of Generation Alpha.
As the biggest generation ever steps into adulthood, our future in business and social interactions will be shaped by their values, dreams, and expectations. So, get ready – we are – because the Alphas are coming, and they’re about to shake things up!
by Miriam Hara | Dec 28, 2023 | Branding, Creative, Marketing
It’s that time of year again…when we look back and reflect on the year we’ve just experienced. And one true and tried tradition is the word of the year…or should I say words of the year. Each year, Merriam-Webster Dictionary and the Oxford University uncover the Word of the Year. In 2023, Merriam-Webster crowned “Authentic,” while Oxford University bestowed its honour upon “Rizz.” These two words may seem worlds apart, but understanding their nuances can be a game-changer in the realm of marketing and branding.
Authentic: Merriam-Webster’s Word of the Year
I can attest to the fact that the word “Authentic” has undoubtedly been very prevalent in marketing as a buzz word. I for one, use it a lot!…I believe I even wrote a blog about it! This doesn’t take away for its importance or significance. It’s a good word. It is a word that speaks to the hearts of those seeking genuine experiences in our every evolving and social world. It is all about sincerity, truthfulness, and a deep connection to one’s true self. When we sprinkle a little “Authentic” magic into the world of marketing and branding, something remarkable happens.
When a brand is authentic, it’s wearing being open and honest about its reason of being, its services, and values. Gen X, Gen Y and yes, even Generation Alpha, demand authenticity in the brands they engage with. They want to know that the companies they support are not just about the profitability and shareholder value… in fact, I’ll go so far as to say that they don’t care about that. They want to support brands that keep their promises and stay true to their ‘shared’ values. Today’s generations tend to gravitate toward brands that are candid about their practices, and they’re more likely to become brand ambassadors spreading the word to friends and family. Authenticity isn’t just a passing fad; it’s the foundation of a brand’s long-term success and covetted reputation.
Why Authenticity Matters: Why It’s Important
Building Trust: Authentic brands are like trust magnets. When consumers perceive a brand as the real deal, they’re more likely to trust its products and services.
Creating Loyalty: Authenticity isn’t just a one-time thing; it’s a recipe for customer loyalty. When people connect with a brand on a personal level, they tend to become repeat customers.
Word of Mouth: Authenticity fuels the rumour mill—in a good way! Happy customers become brand ambassadors, recommending authentic brands to others. Positive word-of-mouth marketing can send a brand soaring.
Long-Term Success: Brands that prioritize authenticity are often in it for the long haul. Authenticity is not a passing; it’s the North Star guiding a brand’s identity.
Differentiation: In the crowded marketplace, authenticity becomes your secret weapon. It’s what sets your brand apart from all others. Authenticity goes beyond product features; it’s your brand’s DNA.
Authenticity in Action: Dove
When we talk about authenticity, it’s hard not to mention Dove’s “Real Beauty” campaign. II would venture to say it was the first real authentic branding campaign way back when. Dove dared to challenge conventional beauty standards and celebrated body positivity. Their commitment to featuring real people in their ads, without any retouching, has struck a chord with consumers seeking authenticity in the beauty industry.
Rizz: Oxford University’s Word of the Year
Switching gears, let’s talk about Oxford University’s Word of the Year for 2023. This year, drumroll, please… it’s “Rizz.” So what is “Rizz”? It’s the Internet slang term that went viral on YouTube and the TikTok universe. The word is all about style, charm, and the irresistible ability to attract romantic or even steamy attention. In simpler terms, “rizz” means having magnetic charm that makes you a magnet for romantic or sexual interest. In the ever-changing landscape of language it’s very reflective of the in crowd and up and coming generations.
Why “Rizz” Matters: Why It’s Needed
WIth branding in 2024… having “Rizz” is a must and here’s how you can ‘work’ it.
Creating Appeal: Brands can sprinkle some “Rizz” to become more appealing to their target audience. Having that unique charm or charisma in branding draws in audiences with irresistible allure.
Differentiation: “Rizz” is the secret sauce for standing out in a crowded market. Brands that exude a certain “je ne sais quoi” (attractiveness) can shine brighter and capture the attention of consumers.
Building Emotional Connections: “Rizz” can foster and build emotional connections with customers. Consumers sensing a special allure with a brand are more likely to form strong, positive emotional bonds.
Consumer Engagement: When you infuse “Rizz” (style and cache) into marketing and branding strategies, people are just more naturally drawn to those brands, and they’re more likely to interact and engage with such brands.
Exemplifying “Rizz”: Apple
Without a doubt, Apple has mastered the art of creating a seamless “Rizz” experience. Apple products, from iPhones to MacBooks and Apple Watches, sync effortlessly, seamlessly bridging the real and digital worlds. Features like Apple Pay and the App Store further blur the lines between the physical and digital realms. And let’s not forget their packaging—it’s a thing of beauty and joy!
Whether your brand strives for being “Authentic”, or exudes that much coveted “Rizz” either can work wonders in marketing and branding. Both not only create appeal and differentiation which is needed in today’s cluttered market… they also forge deep and emotional connections with all audiences. The mainstay in marketing is understanding the ever-evolving landscape in which brands need to dominant. That includes the shift and changes of language and cultural trends. That’s the only way for brands to stay relevant and strike the right chord with their intended audiences.
What are your thoughts on these words of the year…and do you agree?
