Curated News from MarTech Series Series on December 7, 2021
Most effective ad campaigns have one thing in common — they’re relatable. When your consumers relate to your messaging, they’ll pay attention. If your content doesn’t connect with their lives, it makes it nearly impossible for them to engage with your message and brand.
Recent research on brand relatability from FCS and Brand Cap analyzed how consumers connect with brands across four key attributes:
- Competence: Whether audiences think the brand is credible
- Empathy: Does the brand demonstrate that it understands consumer needs
- Character: Does the brand act in a way that reflects their values
- Confidence: Is this a brand consumers trust and rely on
A relatable brand voice is developed through the collection of words and messages that spur competence, empathy, character and confidence from the brand’s target audience. This can only be accomplished when you have a deep understanding of the words you are using to communicate about your brand, the products as well as the company’s mission and values.