Real Brands Tell Stories
Words Nadine Thiedeke | Strategy Manager
Posted 31/10/2024
2-minute read
There was BRAT and then there was Demure. There were micro-moments of Mob Wives and Old Money, Quiet Luxury and MermaidCore. While people are tiring of trend cycles, how can a brand stand out and be meaningful?
Seriously, be yourself.
Brands should feel human, so give them personalities like people you know. If you try too hard to fit in, audiences will immediately spot inauthenticity. So don’t hop on a bandwagon, build your own. Tell a story true to your roots and only comment on social movements that align with your values.
Have a vision.
We can’t fault younger generations for feeling apathetic. We’re seeing Gen Alpha drawn to chaotic humour that older generations are grasping to understand—but maybe chaos is all that makes sense in a world not built for them. So let’s give them something to hope for. Stand for something, dare to dream, and stick to your guns. This means as much internally as it does externally. Modern employees want leadership, purposeful work, and a workplace with measurable impact.
Make culture.
Once upon a time, we could put an ad in a newspaper and that was that. Then two-way communication let customers ‘comment’ and interact. Today brands need to speak to people at the right time—and usually indirectly. Don’t tell me what you’re selling, show me how you’re valuable. Brands are expected to produce content and entertainment—settling into the background as billboards in video games. Content should be native to the platform it sits within—so instead of an ad on TikTok, consider how your brand and people can curate and contribute to culture.
Cliche, but, ‘consistency is key’.
Not meaning frequency—that’s an immediate unfollow. Your messages should align with your strategic framework and ladder up to the total brand image you want to create. If someone interacts with your brand just once, this experience should match what they could expect from any other interaction.
Strategic Frameworks
There are all sorts of strategic terms and frameworks. There are essences, visions, missions, purposes, values, stories, manifestos, and the list goes on. You can explore what we do at Studio Payne here, but the following activities should set you on the right path:
- Define the reason you exist and how you are unique
- Identify your audiences and what is meaningful to them
- Outline your values and key messaging pillars
- Describe your personality or Tone of Voice
- Include emotive storytelling that translates the overall feeling of the brand
At Studio Payne we work with our client partners in all forms and capacities. If you’re ready to explore your brand’s story, reach out via the email below.
