Brand Radar 2022: You’re Always On
what’s now + next for storytelling
Always-On Branding
People notice if a brand is on or off. Using the generic Arial or Calibri font is off-brand unless you are a robot. Branding is everything & it’s everywhere. Each moment is a chance to prove your purpose.
Social Never Sleeps
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Any public social media that you post ought to be treated as a press release: they are official communications on your behalf and can be screenshotted for reference.
Think of your social media profiles as digital billboards, lit up 24/7 for anyone cruising by; it takes under 7 seconds to form a first impression.
WeWoreWhat was called out via screenshots by Diet Prada for war profiteering & then pulling an about-face in their messaging — never a good look.
Lush’s “anti-social” campaign is on-brand with their ethically-minded positioning.
Even staying off social media says a lot; Lush, a brand known for their social responsibility, has “signed off Facebook, Instagram, Snapchat, Whatsapp and TikTok, until these platforms can provide a safer environment for their users.”
360° Experiences
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South Florida floral designer, Flormosura, is always on-brand, even the company car drives their branding forward.
Consider all five senses when coordinating a meeting or event over 45 minutes; what your guests eat, the lighting and music, these are all ways to convey your brand’s persona.
Humans need stimuli, give us something to do besides stand there with a drink in our hand; tie any ideas back to your brand values.
Pop-up flower bars are a popular way to make any event more interactive and memorable.
Breaking Through News
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Rihanna’s pregnancy is on-brand; each maternity outfit, along with her Vogue cover, have gone viral on social while she launches new products. Photo by Annie Leibovitz on @EvanRossKatz for Vogue.
In media and marketing, “always-on” means continuous brand storytelling to build long-term engagement with the audience, so that when decisions are made, your brand is top of mind.
Two brands are better than one; partner with individuals and organizations that share your ethos to make a bigger splash in the press.
Branding in & of itself is newsworthy; generate breaking news by embracing your brand’s evolution and unveiling a brand refresh or new chapter to the public.
Facebook often makes the news for scandals, but recently, the talk is about rebranding to Meta.
Always Remember
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Always-on branding does not mean overworking. It’s simply applying your brand whenever the opportunity arises. Even if you neglect it, branding doesn’t wait until you’re ready.
Custom stationery by Co. for food writer & professor, Jessica Kehinde Ngo, featuring paintings by art therapist, Katrina Junio.
Your brand is always on.
Always out there.
