Time for Brand Communications to Get Real
A lot is wrong with our world right now. While one’s vocation may seem a rather minute topic to dwell upon, the events of the past few months had me reflecting on the state of brand communications more than ever. Advertising. PR. Influencer relations. Marketing. Social media. The stuff I comment about on a regular basis, because it’s what I know and have always done. And this was all before the events of the past two weeks.
Those ruminations have made one thing clear. One common theme and desire has emerged. It’s time for brands to get real.
If you believe in the power of brands, you understand and appreciate what they can do. The comforts and connections they provide through goods and services, as well as the impact they can deliver via their financial power, employee bases and through how, where and what they say — internally and externally.
There is always a pendulum in the world of marketing. It swings according to the times and the vibes of the country, its people and the state of affairs. Aspiration will forever be a part of it, as will wit, whimsy and even fantasy. But now is time for the real to come through again. I felt that way before things hurtled upside down, and I feel even moreso now.
Here are five reminders for brands in the hopes that we get back to being real…and keep it that way.
Real People
The most powerful and effective brand communications I’ve seen of late feature real customers, employees, players and executives. Humans you know and recognize and whose affiliation with the brand doesn’t inherently lead to questions. So, before you hire actors that look or sound a certain way, or line up influencers to support a campaign, think about what makes a clear, more relatable connection.
Real Language
This one rings louder than anything for me. The time for hyperbole is over. I’ve been guilty of it for years. PR-speak. Agonizing over words that are immensely important to brand holders but meaningless to people. Reimagine. Innovative. Revolutionary. First-of-its-kind. It’s time to return to human-speak. Lose the layers, lose the bullsh*t. Use words people can understand.
Real Settings + Scenarios
You know all the ones set on a faraway beach where the sand is too white, the water too blue and the six packs too sculpted? The commercials, the Insta promos, the billboards and the subway takeovers? Time to stow those formulaic visuals in the overhead compartment. Ditto for the dinner table featuring the perfectly coiffed family experiencing unimaginable bliss as they chow down on a mixed vegetable medley that was steamed in seconds. Swap out your world lenses and make sure the current one is firmly screwed on.
Real Emotion
This never went away. Be it laughter, tears or anger, brands that move us are brands that move markets. But our patience for manufactured emotion is wearing thin. There is an abundance of all-too-real in our daily lives. So, go ahead. Smack us in the mouth. Make us belly laugh. Tell us something that makes it hard to sleep at night. Show us something that moves us to tears. We’ll remember it, because we’re now cut wide open.
Real Purpose
Where it all begins and ends. What are you trying to do and why? Selling is fine. Speaking out is as well. Just be real. Make sure what it is you’re saying and doing aligns with what you stand for. Should questions arise as you consider taking action, then you haven’t figured it out yet. Now, seems about as good as time as ever to do so. That’s for real.
