Food and drink branding in 2021: 5 trends to watch
With the advent of social media, a new era has opened up for brands and with it a plethora of challenges. Brands are now directly in touch with their consumers interacting one on one. This is both an opportunity and complex at step he same time. Today companies have to step down from their ivory towers and don a much more human face to engage with their consumers. Today, humanising your brand isn’t a marketing strategy or a unique idea, its a basic requirement for your brand. Here are some simple steps to get you going.
1. Have a brand DNA and persona in place
The first step to humanising a brand is to imagine your brand as a human. Imagine your brand as a person and define his or her personality. What is your DNA? IS your brand serious? Fun? Responsible? How old is your brand? Whats the tone of voice and style off voice? How does it react to various situations? What are the values? The clearer this is defined and educated across the company, the more cohesive and integrated the voice becomes. If the DNA is set in stone, then everything else follows easily. Remember consumers don’t buy products, they buy aspirations.
2. Create a content bucket
Instead of reacting on the fly on social media and across platforms, define what information defines your brand. What do you want to say? Avoid bombarding consumers with offers and discounts but information that is engaging. Define what your brand is speaking each quarter, what you will share, what you want to say. What does your brand believe in? What are you championing? Do you have a CSR program? Whats happening behind the scenes? What trends will interest the consumer? Set goals and targets and measure results and effectiveness regularly and recalibrate.
3. Know your consumer
If you don’t know your consumer, you can never speak their language. Who are they? What do they do in their spare time? What media do they use? What engages them? Do your homework and study the trends, gather user research and keep your eyes and ears open. Without an intuitive understanding of the user, the brand will never speak their language. If you are a brand attracting teenagers, you better know your demographic and their language and mindset before you connect them and come across like a granddad at a beach party!
4. Be authentic and unique
A big no no for brands is sounding rehearsed and like a robot. Well rehearsed cold communication which sounds fake will backfire. Its alright to make mistakes and owning up and sharing your weaknesses authentically connects well with consumers. Apologise and make amends with complaints immediately, Share stories, little victories and milestones so the audience can grow with you and take ownership. Avoid automated messages and ready birthday wishes. A brand thats humanised will sound unique and connect and engage allowing the consumer to become evangelists.
5. Connect emotionally
Brands that tug at your heart, make you smile, get inspired, laugh, think, act, cry or get goosebumps will install a deep ingrained sense of long term loyalty. Vitality is linked to emotional connects and people love to share what they liked and connected emotionally with. Humour always connects and engages. Stay politically correct unless your brand persona is otherwise. Finding common interests with your consumers based on your product category works. Continue this connection offline too as your brand supports causes, sponsors relevant events.
Remember emotional connectivity and engagement across every consumer touchpoint and deliver a humanised brand experience and watch your brand equity sky rocket.