Every brand has a touching tale of how it came to be. This journey often derives from a desire to follow a life's passion, improve an existing product, and/or create value for others. All too often, the stories of how brands came to be are hidden behind dusty curtains. Polishing off the brand's history and bringing it to the forefront are surefire ways to engage the disengaged.
The magnetic characteristics we're drawn to in people are also attractive when applied to experience design. Humour, vulnerability, empathy, self-awareness, and kindness are attractive traits. Be human, and people will “like” more than just your social media activity. They'll support what you or your company stands for at its' core. This is a powerful and beneficial relationship to build.
Authenticity and experience are forming a new consumer sensibility; one in which consumers want to actively engage with communications as opposed to passively consuming them. This presents an opportunity to add value for the customer, whether it's a smile, hysterical laughter, a change in perspective, the thrill of a bargain, an inspirational story, or a tug at their heartstrings.
It's important that your story comes from your heart, and not from your wallet. Authentic storytelling and human interaction play a vital role in the way we consume contemporary media. Creating authentic content has little to do with selling, and a lot to do with skillful storytelling. In the right hands, a brand that masters the art of storytelling becomes human.
As the world becomes more connected and increasingly critical of traditional marketing methods (i.e. developing better b.s. detectors), conversation is crucial when designing an authentic experience. Cultivating a social layer to communication design is a catalyst for human connection, which is both an inherent objective and success metric of all user experiences.
Authenticity is a true catalyst for creating effective experiences, and has been recognized by advertising and marketing professionals as being a crucial facet of 21st century communications. According to the Journal of Advertising, "the search for authenticity is one of the cornerstones of contemporary marketing.” Authenticity is becoming a valuable currency of its own.
Your content must answer the question: "who are we?" Your story doesn't have to scream, either. It can be a whisper throughout everything you do. Being transparent about your brand's story helps users trust you.
Keep it real. Be generous. Be informative. Be funny. Be candid. Be inspiring. Be all the characteristics you enjoy in real human beings. Your posts should look, sound and feel like something a real person would write.
Give your customers a moment of levity. Make their day. The power of a person's smile, giggle, and heartbeat is invaluable. Create content that hits their emotional center so hard they just have to share it.
Storytelling requires sincerity, hustle, heart, constant engagement, long-term commitment and artful and strategic narratives that come straight from the heart. Information wrapped up in story makes boring content special.
Develop a unique language, culture, style and sensibility and actively share it to create meaningful conversations. Don't break the news, DJ it. Mix it up. Bring your humanity to every tweet, headline, photo, story and post.
In today’s super-social, digitally-charged economy, authenticity and experience are the new consumer sensibilities. Remember: authenticity is a currency, and it's much more valuable than cold hard cash.