Finally, the humanity and story behind a brand is vital – even more so now, in a world of quick hit visuals and image-led social media content.
Whether you are developing your brand or the individual products within it, your story must be told and conveyed authentically.
This is a delicate balance, and when done incorrectly the identity created can fall on the side of gimmick over true substance. However, a prime example of this approach working as planned was the Shreddies ‘knitted by nanas’ marketing campaign, which served the purpose of increasing brand awareness very well.
Gimmicks are a tried and tested promotional tool, but they have a limited shelf-life and constantly need reinventing. In contrast, being authentic not only provides a longer life for your product or brand, but allows you to continue to grow and adapt without ever losing the core of what you have created.
To establish your story, think about where you came from, how your product or brand was born, and how you fit into the current and future marketplace.