Building Brand Relevance

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How can brands enhance their relevance? Discover unique strategies centered on authenticity, cultural moments, and DEI.

“The biggest piece of advice that I can give you all today is really to stop looking so much outwards and start looking inwards. Trust your consumer and really listen to what your consumer is saying to you. Brand relevance isn’t about showing that you’re relevant to people, it’s about being authentic and true to what makes your brand unique." - Katy Emerson, EVP, Customer Success at Suzy

How can brands enhance their relevance and connect with consumers?

During a recent Brand Innovators event hosted by Kraft, Katy Emerson, EVP, Customer Success at Suzy, shared a keynote presentation with invaluable insights on Building Brand Relevance.

 Here are the 6 key takeaways from the keynote:

1. Consumer-Driven Relevance: Brands must align with the core values of their consumers to maintain relevance. Consumers are in the driver's seat, choosing brands that resonate with their values. 82% of consumers prefer brands that align with their values.

2. Authenticity is Key: Authenticity is crucial for brand success. Authentic brands have distinct points of view and produce quantifiable business results. Katy shared how The Nebraska Tourism Commission exemplifies this with bold, authentic messaging that drives consumer curiosity and engagement.

3. Cultural Moments and Consistency: Brands should consistently engage with cultural moments and trends in an authentic manner, rather than jumping on the bandwagon for short-term gains. 

4. Avoiding Legacy Brand Sameness: While maintaining brand consistency is important, brands must also evolve in ways that resonate with their audience. Legacy brands like Dunkin' succeed by maintaining consistent relevance and trust with their audience.

5. Omnichannel Influencer Engagement: Brands should work with influencers who authentically align with their products and integrate them into broader marketing campaigns. Consumers are savvy and can detect inauthentic influencer partnerships, leading to decreased brand relevance.

6. Diversity, Equity, and Inclusion (DEI): Brands must genuinely practice DEI within their organization to maintain consumer trust and relevance. Brands like Johnson & Johnson exemplify how authentic DEI efforts can enhance brand credibility and consumer confidence.

Staying ahead of trends is essential, particularly in the realm of branding and cultural resonance. As consumer preferences evolve and new digital engagement methods emerge, mastering the strategies that foster genuine connections between brands and their audiences is vital. Dive into the intricate dynamics of authenticity, cultural relevance, and the impact of digital platforms in shaping brand perception.

This keynote is a must-watch for anyone looking to enhance their brand's relevance and stay ahead in today's dynamic market.

For even more takeaways and industry insights, be sure to watch the full keynote session today!