Brand Radar 2021: The Human Touch
what’s now + next for storytelling
To Be Human
Brands are made by & for people. Brands take on an identity; now brands must sincerely prove they have the heart, soul, & emotional intelligence to build loyalty and endure the human experience.
Earnest Imagery
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Capture and share candid, believable moments. Stock photos, corporate headshots, and ring lights are relics of the past years.
Dial down that photo filter. Over-the-top filters are now controversial image-altering.
Emphasize real and relatable folks of all sizes, skin tones, identities, ages, ability levels, etc. All people deserve to see themselves in your brand.
Apropos Messaging
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Quality before quantity — meet folks where they are at (stressed, burnt out). No one wants to read long-winded emails or sit in a lengthy meeting.
Pre-planned, scheduled content on social comes across as robotic, filler content. We want authentic communications that are fresh and timely.
The new Influencers are real Informers: credentialed experts sharing knowledge with their audience versus peddling #sponsored ads.
Design Like a Human
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Functionality is key. Your audience will appreciate your single-page website because they are easy on the eyes and easy to navigate.
Our lives are becoming more and more digitized — make your brand stand out through a tangible card or handcrafted touchpoint.
Typography-only logos are a way of owning your brand name and making it the focus, instead of a doodle that can distract.
70%
of Target’s brands leverage typography only in their logo.
The Collective We
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People will pay a premium for a brand that supports their causes. Take the time to define your brand’s social responsibility.
Your brand doesn’t have to be an activist, but you do need to be diplomatic and acknowledge our reality.
The new CEO is now the Chief Empathy Officer. They ensure everyone feels included and that talent is retained.
Put people first.
More will follow.
