THESE DAYS THERE IS A GREAT DEAL OF EMPHASIS PUT ON MAKING SURE PEOPLE NOTICE YOUR BRAND AND HEAR WHAT IT HAS TO SAY. “I’M DIFFERENT.” “CHOOSE ME!”
It’s all a bit shouty. But to an extent unavoidable. We all want to differentiate and whether we shout about it or not, we have to attract people to our brand. We can be forgiven for getting on our creative soapbox and putting our brands out there because in the battle for attention you have to be in it to win it. What is less forgivable is putting all our efforts in to the shouting, and forgetting that we also need to engage with those whose attention we actually get.
If all someone does is shout then they generally aren’t much fun to be around. Equally if you get my attention with some seriously witty yelling, then become dull and boring when I start to listen, then you’ve also lost me.
There are examples of this shallow approach to brand communication everywhere you look. A walk through a big electrical retailer will undoubtedly uncover some spectacular feats of cardboard engineering but often backed up with just a list of product features or a dry product brochure. And how often does a TV spot have you salivating for more, only to find when you arrive at the website that it’s an almighty let down?
Thankfully there are plenty of examples of brands getting right too. One of the oldest being Innocent Smoothie packaging where the creative in the small print on the packaging is far better than the comparatively straightforward advertising. Aleksandr the meerkat’s character has depth created outside of traditional broadcast media that rewards those who seek to engage with him through any channel from social media to live events in store.
Aleksandr: making a deeper connection at Harrods
Nowhere is the need for deeper brand engagement more essential than the retail space where shoppers and products meet. Yet retail continues to be one of the worst offenders when it comes to neglecting those who seek a closer look.
To hold a little of the brand magic back from the masses and give it to those who give you their second glance is to make them feel special. To reward their good taste and create a genuine connection.