We’re all for dressing up as someone else on Halloween. But not when it comes to branding.
In the online world where “fake,” “image,” and “masks” have regrettably become the social norms of our times, brands and their marketing teams (including agency partners) have their work cut out for them. These days, consumers are increasingly forced to experience brands through the lens of screens and speakers. The conundrum is that for brands and consumers alike, interacting from behind a screen often forces both parties to become someone (or something) they actually aren’t–a projection of what we want people to think–with the goal of earning favor.
Sounds a lot like a mask to us.
So, what can brands do to drop the pretending and lift the digital marketing curse? The antidote can be summed up in two words: Get real.
It’s not hard to imagine the audible gasp those two words might evoke from some business owners and brand managers. Taking an honest look at oneself without all the makeup, costumes, and props can range from uncomfortable for some to downright terrifying for others. “Too scary!” they cry. Yet, not unlike in our own lives, it is frequently within this tension that the greatest rewards reside if we have the courage to drop the facade and be our authentic selves. Daunting? Sure. Unnerving? It can be. Worth it? Absolutely.
Consumers want real. They want to know that their choices are based on more than the latest trend, fad, or spin cycle. Substance is steadily gaining ground on style, and we at Agency 877 couldn’t be happier. We help clients authentically and creatively communicate who they are, what they stand for, and why it matters. Real brands not only build trust, they create opportunities for differentiation and storytelling from a place that is uniquely their own.
It’s a strategic advantage that can’t be duplicated, only imitated.