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Here are our Fearless tips to gain and maintain attention in a chaotic digital world: 1. Use humour (take the piss!) Nothing stands out online more than a funny piece of content. If your brand can harness the power of humour, you will radiate humanity, engage followers and create positive connections. You can boost your online presence and promote your brand by attracting an audience with shareable and relatable content. We don’t always need to strive for perfection in the content we produce, as people connect less with robotic, polished and shallow material. 2. Do something good People love brands that help others, promote a cause and aim to do good rather than just make money. If your brand can do something good (with actual follow-through, not just an empty promise), people are more likely to follow your brand’s story and support your cause. 3. Add value (give your audience something they can use! Your audience are people, not just numbers in a lead magnet. Providing consistent and selfless content will build positive relationships with your audience. In this age of social media, it is more about giving and less about taking. By generously giving your audience valuable content, they will turn to you when they need you. Ramming sales pitches down your audience’s throat will only repel potential relationships. 4. Personal is powerful People will remember characters and will connect with personalities. A faceless brand with a lacklustre approach to storytelling will never resonate with a wide audience. Imagine you’re at a work function: would you remember the person that maintains a professional demeanour and regurgitates the same old scripted chat, or the person who – rather than going down the performative route – projects undeniable sincerity? 5. Know your audience Knowing your audience will help inform the language you use. Effectively communicating to your target audience’s worries and aspirations helps to highlight how your brand is solving their problems for them. By using language that reflects the needs of your audience, your brand can sincerely and succinctly articulate the value you’re bringing to the market. If you would like to know more about how you can stand out online, contact us, or take Your Brand Checklist.

Does your brand have a story that your audience wants to follow, share and talk about? In a fast-paced world full of loud and colourful posts, ads, and videos, no one notices content without substance. Stories remain as a unique and enduring tool for sparking human interest. To truly capture your audience’s attention, your brand must tell a story; one that is interesting, unique and memorable, and one that will be talked about. A good story will draw clicks and followers, an ad will be forgotten. Your brand’s narrative is its sole source of authenticity, memorability, and attraction. If you don’t have something to say, no one will listen. People will remember characters and will connect with personalities. A robotic brand will never resonate with a wide audience. Does your content tell a story? Is it content that the masses will want to share and talk about? Because in the end, it’s what you do, rather than what you say that matters. It won’t matter how well you market your brand if you don’t have anything of substance to say. Honesty, authenticity, vulnerability and purpose will always resonate with an audience, and if your story illustrates these values, you’re bound to succeed. What is your brand’s story? We'd love to hear it! Book in for a chat here

The foundations of business are currently being re-written. Yet, it is not only by the big names, but by every business out there striving to do something good. What we are observing is a cultural shift, emphasised in post-covid times, where consumers are more interested than ever, in what businesses are doing to better the world and their community. A new paradigm in marketing and branding has occurred, as economic woes, the Ukrainian invasion and the looming threat of climate change, means everyday people are turning to businesses and the free market to produce societal change. They are more willing than ever, to support a business that’s doing something good. This new marketing era is empowered by businesses that are set up with an equal and interwoven purpose to do good; whilst turning a profit. Tesla, Volvo, Thank You, all have a business model that incorporates their wider societal benefits. These businesses aren’t a typical philanthropic not-for profit, instead, they use the free- market system to attract socially conscious customers who support the brand’s larger purpose. A business doesn’t need to be a social enterprise to do good. The consumer environment has evolved, catalysed by climate change and COVID, so that customers are more than ever, aligning their lives and dollars with their social beliefs. Work and higher purpose is merging into one. Whether it be renewables, environmental issues, social change, wealth redistribution, (or something else entirely), customers and investors have turned away from traditional mechanisms of change, toward the new-found and limitless abilities of the modern purpose driven market. Interestingly, younger generations are driving this market evolution. A Zeno group study (2020) found that Gen Z is 2x more likely than millennials to cite brands as having the power to make the world better. And even more compelling, 92% of Gen Z and 90% of Millennial respondents were quoted saying they acted in support of a purposeful brand, versus 81% of Gen X consumers, 77% of Baby Boomers and 73% of Matures (respondents aged 74 and up). This highlights a growing market bound to flourish as the younger generations strengthen their voice, empower the work force and put their money where their values are. Now is the time for businesses to evolve and position themselves in this space, where customers will happily support a cause they believe in. But it does not have to be at the expense of profits, instead, it is a newly energised business paradigm, where revenue and social change are produced as one. Do you want to know how your business can evolve and move into this new market opportunity? Get in touch with us today!

How can you create a purpose that appeals to sceptical consumers? In a marketing landscape of endless brand purposes, consumers have grown tired of tack-on social causes and shallow promises. In a post-lockdown, high inflation world, with consumers consistently watching their spending, only the most genuine and authentic causes rise above the masses of incomplete and unfulfilled commitments. To be able to charge a premium over other products and services, an inauthentic purpose is no longer enough. Brands with a purpose driven structure (where a brand originated from its promise to do good in one way or another), will always surpass a business model that has simply added a purpose to ‘tick a box’ and attempt to satisfy consumer interests. So how can a business utilise purpose, if their business was not founded by any desire to do greater good? Often, purpose can be used in simple yet effective ways. Rather than a brand attempting to recreate its entire model to appear as a leader in philanthropy and humanitarianism, it can be used in a more versatile way. In a post-lockdown consumer environment, a powerful example was outlined by Razorfish Media in a study into consumer spending on products, where profits were partially donated to local businesses. Their results found that consumers would spend up to 50% more on a product where a portion of these profits were donated to a local small business. With COVID trepidations of the previous two years still resonating in today’s market, consumers are profoundly aware of the importance of these local small companies. As such, a ‘purpose’ focussed on collaborating or supporting other local businesses can be a simple way of adapting a business model and implementing a purpose, without seeming inauthentic. A business that can weave a higher purpose into their day-to-day operations; one that is tailored to their industry and customers with an obvious connection to their products or services, is far more effective than a purpose that follows cultural trends and movements. Jumping on a cultural-ethical bandwagon to promote a business- for the sake of doing so- may do more harm than good. However, the idea that purpose has completely lost - well… its purpose - is a bit misleading, as consumers are just as interested in what a business is doing for the greater good, as they have ever been. They are, however, more acutely aware of the way businesses use a fabricated purpose to sell them products and services. Companies must walk the fine line between promoting their purpose for the wider community and appearing as if they are disingenuous. Consumers would rather see the benefits of a business than hear the language of a forged purpose. Want to know more about how you can create a purpose that isn’t seen as fabricated? Get in touch with us today!