Branding Fall 2024 with 24/7 humanity

CURATIONS OF BRANDING

The purpose of this branding guide is to provide digital marketing forecasts, and branding growth tools for the upcoming fall season of 2024.

In This Curation

• Our forecast for the upcoming fall branding season.

FORECAST

The forecast for branding this fall predicts that it will change, leading to a new era in advertising and digital marketing, ‘AI’ or, ‘anxious intelligence.’ While this change may not be negative, it will require being human full-time.

Political campaigns and advocacy groups will focus heavily on marketing as campaigns for the White House are now in full gear.

Conflict overseas may lead to an increase in fear and anxiety, providing opportunities for certain non-profits and NGOs to market advocacy campaigns that may not address the challenges faced by people in the United States, such as the potential for a recession.

Gen Z is expected to be a primary target for advertising as they reach an age where they are more likely to make purchasing decisions as they are the first generation to grow up with the internet. Gen Z, like the Millennial generation, focuses on brands that do Good and represent diversity rather than relying on high-profile celebrity endorsements.

It is likely that artificial intelligence will become heavily overused in the coming years, leading to an increase in spam and automated messages on platforms like LinkedIn and other big social media platforms.

This can lead to a decrease in user engagement and a sense of annoyance with the overuse of artificial intelligence. It is important for brands to be aware of this and consider using artificial intelligence sparingly, in ways that enhance the user experience rather than detract from it.

By maintaining a human touch and genuine interactions with customers, brands can differentiate themselves and build trust with their audience.

HUMAN CONTENT

This fall, brands should incorporate humanistic content on their various digital platforms, starting with their website, which is the main platform for the brand.

Social media and other digital platforms are important for brand growth, but a brand’s website is the most important platform because the brand has full control over it.

For example, restaurants can curate content that familiarizes their audience with the atmosphere of the restaurant by featuring chefs, owners, staff, and customers answering questions about new menu items. These simple questions can be asked:

• What makes this new menu special?

• What do you like most about this season?

• What is the history behind a particular dish or drink?

• In-depth customer reviews

Brands that are focused on detail and invest in their fall 2024 digital presence will frequently publish this type of content, similar to an article found in a newspaper.

This content will motivate impulsive eaters and foodies who have researched the best local eats and vibes to visit the restaurant.

It is essential to share the link to the brand’s main website, with the article on social media platforms and on sites like Quora and food-based subreddits.

Sharing the direct link to the article’s webpage can increase the brand's chances of being found on the first page of Google through backlinking.

Brands can further restaurant vibes by backlinking to social media platforms of the chef, staff, or even customer: humanize everything.

Pro tip: after publishing, send the article/content link to local press agencies. Journalists always need content to produce, and your brand's content can be an easy story for them to cover. All they may need to do is add some follow-up details and take some photos to go with the story. This can be a great way to get your brand more exposure and reach a wider audience.

An extra pro-tip: for incorporating humanistic content is to use emojis. As artificial intelligence becomes more widespread, emojis will become more unique and can be a helpful tool for adding personality and emotion to content. Just be sure to use them sparingly and in a way that is appropriate for your brand and audience.

For brands or individuals that are just starting out or have made a career change, it can be valuable to offer free services to business chambers, non-profit organizations, and non-government organizations. This is especially true for startups that focus on business-to-business services.

By offering pro-bono services, brands can identify effective internal and external communication, collaboration, and how they work with others. This can lead to a better portfolio and understanding of a brand’s scope, which will lead to more word-of-mouth referrals that can then be monetized.

This fall, brands should also go above and beyond by providing their knowledge in online forums such as Reddit or Quora. Podcast collaborations bring an extra shine of human. Audio and video can help audiences quickly sense a sense of warmth and establish a connection with the brand.

COMPETITION

Staying close to competition, even collaborating with them in appropriate situations, can create growth opportunities for your brand.

Brands can approach trustworthy brands and collaborate on each other's podcasts or publish a blog post or article as guest writers. This type of collaboration is likely to be shared within the competition's inner circles, allowing both brands to gain exposure.

In addition, competition may turn to your brand for help in times of need. Smart brands that are in tune with their industries will notice that many creators and brands are collaborating with one another, particularly on social media and newsletters.

Our recommendation is for every brand to keep this human mindset: industry trust leads to industry referrals, partnerships and collaborations.

CLIENTS

To start branding for fall 2024, brands should put heavy focus on the clients that their brand already has.

These clients have established a relationship with your brand, and by incorporating humanistic strategies, you can show them that their business is valued and update your digital portfolio or offerings accordingly.

It's important to regularly update your portfolio and share case studies and other relevant content on all appropriate digital platforms, including Google Business Profiles and community apps like Nextdoor.

Humanizing clients will encourage creativity for both existing and new clients and help keep your brand authentic in an increasingly artificial world.

In addition to working with your existing clients, consider hosting a clientele panel, an informal open session where clients, creators, and agencies can discuss industry predictions, changes, and current challenges.

If appropriate, consider inviting competitors to join the panel.

It's important to remember that prospects are looking for authentic and creative brands, not automated solutions.

This fall, brand creativity will include a heavy dose of brand authenticity by simply being human.

CURATE WITH US

At Curations, we are digital stewards who obsess over humanizing brands and enhancing their online appeal. Our award-winning team is dedicated to curating the hearts of brands, ensuring your branding efforts are not just seen but felt.

Partner with Curations to elevate your brand's identity and make a lasting impression. For consultations, please click on the inquiry button below for a brief intake form.

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