Published in Modern Restaurant Magazine
By Natalie Magierski and Eniola Olaogun
‘Tis the holiday season and brands have begun to wrap their strategic initiatives with a bow. As the end of year approaches, so does the time to let your unique brand voice shine and develop meaningful content. During a time when emotions run high, and people are focused on their values and building community, your company’s messaging is critical. Now is the time to go beyond traditional methods and create something new and innovative.
Though AI has become ever-present, people are naturally drawn to messaging highlighting charity and unity during the holiday season, so it is important to take a human-centered approach focusing on storytelling, community, and gratitude.
Here are three key aspects to consider when drafting your value-based storytelling:
- Be Authentic: Don’t underestimate your audience; they can sense inauthenticity. There is a mass amount of content produced during the holidays and much of it is cluttered. Break through that by remaining transparent and genuine with your audience and where you’re headed in the future—bring them along! Share stories of real people – customers, employees, the community – to really hit on the human impact. Highlight moments beyond the screen of your commitment outside of work.
- Solidify Values and Impact: Ensure your brand’s values align with your audience and embrace inclusivity. During the holiday season, there are many different traditions and celebrations, so ensuring your messaging promotes a shared experience is important.
- Embrace the Weird: Step outside the box! Don’t be afraid to try a new approach if your current one is not garnering attention. Studies show that 65% of the Gen Z population believe that “being true” to yourself outweighs popularity. The younger demographic embraces companies that stand out, so there’s never been a better time to state your purpose and stick to it.
Some brands, like Duolingo and Nutter Butter, have really leaned into the “weird” this year. While this approach is not for everyone, it has targeted a niche market, and it is resonating. Your strategy is only as good as the impact that it drives, so taking the time to develop authentic holiday messaging has the potential to drive more than seasonal traction. Tap into your audience and ask yourself what they like to hear. What would make them feel uniquely appreciated? This creates a foundation for your audience to resonate with your brand and builds trust. Utilizing a human-led approach that is inclusive and embraces non-traditional norms can help distinguish your brand. Sometimes, you must look beyond the AI blueprint to create something truly unique – and leave a lasting legacy.