Are Marketers Communicating Too Casually?
Have Marketing Strategies and Rules Changed Overtime?
Years ago, journalism classes enforced strict rules that journalists and marketers have abided by ever since. One must always oblige by the truth, incorporate credible sources, use present tense in headlines, and so much more. However, not all of these rules have remained the same over time. For example, companies that used to prioritize objectivity now communicate freely and casually with their audiences. And it seems to be working.
Do Companies Have Feelings?
It used to be a steadfast rule that human emotions and characteristics couldn’t be attributed to companies or organizations. We might have once said that “The team at Strat Labs is excited to announce an upcoming event.” But why not rephrase it? “Strat Labs is excited to announce its upcoming event!” Can a social impact agency be full of excitement? Is this an acceptable way to market the company?
This shift in brand personification can be seen in the digital world, especially in news, media, and social media content. A recent Downtown Denver Partnership Instagram Post was captioned, “The Downtown Denver Partnership, Taste of Colorado, DRCOG, and the VF Foundation are excited to announce the inaugural ¡Viva! Streets Denver coming to downtown this summer.” Are all of these organizations truly excited?
The Strat Labs Take
Should brand personification become the new marketing strategy norm, or should we stray away completely? Our team offers their thoughts on this matter:
“I would lean that it is acceptable in today’s age for a company to have emotion.”
“I almost prefer companies to show some personality/emotion. It makes them more interesting, and I think it’s becoming more common than not.”
“Personality and emotion add authenticity to the brand and its message. At least that is my norm when thinking about brand identity and positioning.”
“I truly think the marketing industry reframed this for us all 15-20 years ago. I think marketers uncovered the need for consumers to have emotional connections with brands to build loyalty. It could be interpreted as helpful or harmful, depending on how you look at it. Maybe that’s why it was a big no-no in journalism because it creates more room for bias or emotion versus sticking to the facts at hand.”
Make Your Mark
It’s worth noting that in order to stand out in today’s booming digital space, marketers must test the limits of their strategies. Abiding by the Status Quo won’t propel a business forward.
A great example is Liquid Death, a beverage company that sells one item: water in a beer can. Valued at $700 million, this company knows a thing or two about building a brand that stands out from the rest. Oh, and they aren’t new to personifying their brand on social media, either.
What Do You Think?
Marketing strategies, trends, and expectations are constantly being reshaped and redefined. While brand personification is just one example, Strat Labs is eager to hear your thoughts.
If you’re hoping to level up your marketing strategies to showcase your mission-driven organization while challenging the status quo, Strat Labs would be honored to work with you. Connect with our team of experts today to dive into your organization’s marketing strategy.