The world has changed. Hey, that’s life, right? Same thing applies to consumerism and media. At this point we all know the way the vast majority of people consume and interact with information is different than it was fifteen, ten, even five years ago. What hasn’t changed? The importance of evoking emotion through brand stories, regardless of what channel they live in. In fact, in the days of constant consumption in the palm of your hand, it’s even more so now.

Break Through

We’ve always been inundated with constant information. Well, maybe not Grandpappy Jebediah, but we can’t all live that sweet, simple life of backbreaking work. But as you know, the level of distraction has only skyrocketed with the advent of social media, smart phones, and the surreal draw of looking at anything-but-saccharine memes when you should be doing something like, say, writing a blog post.

ANYWAYS, the only way to hook and hold a consumer’s attention, even if only for a brief moment, is employing the oldest trick in advertising — emotion. Funny, heartwarming, empathetic, it can be anything as long as it makes you feel something. Because that brief moment where a person willingly takes the effort to stop and consume a brand message means they’re far more likely to remember it in various situations going forward. And, let’s face it, these days getting that brief moment can be a win in and of itself.

Nobody’s as Invested as You

So far this probably all sounds pretty straightforward. “No doy, random ghostwriter.” First, we agree, let’s bring back “no doy”. Second, while it seems like a no brainer, we want to bring up a major trap that’s easy to fall into — thinking everybody outside your company cares about it. This is nothing new, but with extra divided attentions these days this problem is exacerbated. And we’re not saying what you’re doing is bad, doesn’t matter, or isn’t important.

You’re involved with your company almost every day of your life, you care about it and know what you do for it is good. Sometimes, this can lead businesses to thinking if they just let the public know about their service or product and attach it to a price or deal, they’re good to go. Who wouldn’t be enamored with what you’ve worked so hard on?

The simple fact is that with so much going on in people’s lives, they need a reason to care.

Think about companies or advertisements outside your industry, the ones vying for your attention. The most memorable ones are able to create a connection with you through tying emotion to their brand, making you associate their product or service with said emotion, so you remember them the next time you need something in that category.

Where to Start

It all begins with knowing what your brand inherently stands for. If it’s a fun recreation product, the emotion you evoke should reflect that. It’s about knowing the brand, the company, the people, and what that all stands for, then shaping a compelling narrative to put that on display along with your product or service. It can be incredibly difficult and takes diligence and exploration, but when done just right, nothing is as rewarding.