Tell a Simple Brand Story, Better

I was talking to my sister the other day, and she was telling me the flat overhead photography that was social de rigueur only a year or so ago, was simply out. She was seeing less-and-less interaction with her very well balanced and curated overhead Instagram posts for her company Brew Tee Co. USA (Check it out if you like tea, or just because it is awesome) There were two problems. One, everyone was doing it. Two, those well-staged photos seem too good to be real. Too composed. It was as if 20+ years of advertising polish and standards went out the window. Kids, right?

That coveted 18-34 demographic that is so active on social had changed the game, again. The new cool is the antithesis of the polished ideal. Community shared, real life and sometimes horrible lighting. But, let's focus on the 'real' part. Authenticity, the great equalizer. Faced with an overwhelming abundance of marketing hype, Gen Z and Millennials have said, no thanks. If a brand is to be trusted, it's got to be real. And, I'd argue, it's not only younger generations who feel this way.

Today’s consumer wants the truth and not the extra-glossy version. The authentic truth. What makes you different? What makes your products and services different? Why do you do it? That is a lot to unwrap. It also isn't the best for products or services that claim to cover all the bases. Brands love to hide behind all that well-crafted but vague marketing language. It's easier than peeling the onion back. But, all that fancy talk isn't fooling anyone. The truth is, overcomplicating your story is easy. Simple is hard. Get more than 3 marketing people in a room and someone will want to solution-synergize something. It's like margarine, it just happens.

So, the aha moment shouldn't be all that gratifying. Telling an authentic and real brand story is pretty obvious. It's like a friend who just acts like themselves. That's cool. Keep it simple, and be who you are. Listen and react to those customers on social. They are your friends, right? Nobody wants to be friends with someone who is always trying to be someone else.

Take a look at how your brand talks about itself. Get critical in the analysis. Small companies always want to act like big ones, old companies always want to be fresh. Being small makes you nimble. Being around the block a few times is how you got that heritage. Lean into your story, and it won't be hard to tell.