2019 Branding And Marketing Trends – Being Relevant, Connected, And Authentic

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For the most part the world we exist in has more and more devices, more content, and more stuff being thrown at us every day. As consumers, we have a constant flow of input whether from our pesky mobile phones or from our desktop emails, and social media posts. It’s all begging for our attention, all the time. It’s actually invading our world and we have to figure out what to tune out and what focus on that has value for us.

Everyone Has Targeted Digital Marketing Tools Now
Many marketing organizations and retail brands are focusing on tracking consumer behavior and knowing more about their buyers and customers. Now, virtually all marketers have access to tracking and AI tools that enable them to track who their users are. But just because they know about their users, doesn’t mean the users care about their brand. As a result, consumers are tuning out because most of the messages and ads are not meaningful, not really authentic. For many companies and brands, big or small, the trend is about focusing on being real and being authentic.

In 2019 Great Brands have Great Stories
With video and well crafted content, small and big companies alike are discovering that brand storytelling is the most effective way to connect with your audience. It makes products mean something. Think of Nike and Kaepernick. Being authentic even if it’s risky, is memorable, personal, and real. It involves the many types of stories you tell your audience: from what your company is about, to the challenges you face, to how you solve customer problems. It’s what helps brands and companies appeal to the emotions of customers and prospects.

Everyone Remembers a Great Story
Stories are about something you can remember– a struggle, a quest. It’s about what happened, who became the hero and what you’ve accomplished. Why do you think the Marvel brand is so popular with so many characters? – because we’re “attached” to the hero’s narrative.

Too Much to Read, too Much to See so be Personal and Relevant
Given the excessive amount of information we’re all bombarded with today, brand storytelling is the most effective way to connect with audiences. It’s what helps you appeal to their emotions, whether it be customers, donors, funders or prospects because it allows them to make sense of what they experience. This trend will only grow into 2019 and beyond. Yes, we can build great digital marketing tools to reach people who seem relevant to the brand, but you have to have a story that makes sense for them.

Consumers still remember stories with authenticity, stories that have meaning for them, and stories that fit into their narrative of what matters. For 2019:

 

Launch a Compelling Story
What’s the hook? What’s the reason I care about this problem? Are you solving a problem no one else is? This is critical. People love the hero, the underdog, the rebel who changes things and makes the world better.

 

 

Connect with the Right Audience
Don’t try to broadcast your story and your brand to the wrong folks for the wrong reasons. They just won’t get it. You need to connect to what your audience resonates with, what matters to them.

 

 

Make the Story part of your Brand
This is how your company relates to the story you’ve created and the bigger mission of your company. Brand stories are authentic when they reflect the daily actions of your brand. You don’t just tell your story– you live it.

 

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