As designers and storytellers, we are here to help brands successfully connect with their audiences. But creating a true connection is about more than dazzling visuals – although our visuals are dazzling, if we do say so ourselves. The key is to find out what the audience likes and use that as a point of engagement, rather than force feeding them a message that, however well-crafted, just doesn't meet their needs.
So what are the steps for creating an authentic connection?
Discover Their Interests
Find out what makes your audience tick. What are their passions, hobbies and interests? Understand what they actually like, as opposed to what you need them to like for a campaign or product launch. Whether it's through market research, social media listening, or surveys, gather insights to gain a deep understanding of what is important to them. This knowledge will empower you to engage with them on a more meaningful level.
Tailor Your Content
Instead of force-feeding them content that serves your goals, aim to provide value by aligning your design and message with their needs. Whether it's through engaging visuals, relatable storytelling, or interactive experiences, make it a point to craft your designs in a way that speaks directly to your audience's tastes. Personalization is key!
Authenticity is the cornerstone of any successful connection. Be genuine and transparent. Show them the human side of your brand, and speak their language. Avoid using jargon or being overly salesy. Instead, focus on building trust and understanding. Remember, people connect with other people, so ensure that your content feels like a human-to-human interaction and not a sales pitch.
Creating an authentic connection is a two-way street. Encourage your audience to provide feedback, share their thoughts, and engage with your content. Actively listen to their responses and be responsive. Incorporate their suggestions and ideas into your design process. By fostering a dialogue, you not only strengthen the connection but also show that you value their input.