Will Brands Regret Being Too Relatable?

Last week Twitter exploded with both excitement and fury after Hersey’s released their new chocolate bar design.

How could they possibly redesign a chocolate bar and get so much attention? Well, they put Emojis on it.

Twitter users couldn’t believe a big brand like Herseys would redesign their chocolate bar to feature emojis.

Some found it hilarious, others were angry at such a blatant attempt to be relatable. Which begs the question: what do you think about it?


Sparking A Debate

This sparked a big debate: will brands regret trying to be too relatable?

In years to come, will all of these marketing techniques cause these businesses to lose credibility?

The idea began when social media reached mainstream popularity. Corporate businesses decided that they needed to get into their customers social media feeds.

To do that, they had to be followed. They had to post like their friends did. The customer had to choose them.

So in order to be more appealing to customers, big businesses dropped the corporate identity and decided to present themselves in a relatable way on social media.

The goal of course was to drive sales, and it worked!

Social Media pages for businesses who have made this decision often outperform others when it comes to followers and engagement, meaning they likely outperform financially too.

Customers are also more willing to buy from these types of businesses. The thinking goes: ‘They are like me, therefore I can trust them’.


Will Brands Regret This Decision?

Many have argued that this new found relatability is clearly disingenuous. All of it is to simply line their pockets.

Customers have even started to use social media to call out brands who market themselves in this way – reminding them that they are brands, not people.

So it begs the question: is the tide starting to turn? Will brands regret this decision?

Will businesses, one day, revert back to a responsible corporate image in the future – or is emoji chocolate bars on Twitter the true way forward?


How Should You Market Your Business?

One thing to be aware of is that these big brands have huge marketing budgets.

It does not take much to change the way that they present their business. They’ve done it before and will likely do it again: forever keeping with the times.

However, when it comes to you and your business, it’s likely that you don’t have a million pound marketing budget.

The best advice when marketing your business on social media is to view your business as an extension of yourself.

Try your best to explain what you do and why you do it in a way that is genuine and authentic to you.

Just like you wouldn’t force yourself to be someone you are not, don’t be tempted to make that decision for your business either.

Be true to yourself and be true to your business’ voice.

When customers come to buy from you, they’ll meet you, they’ll meet your business and if you’ve communicated well it should all make sense to them.

Your marketing will be authentic and genuine!

At the end of the day, that’s what the big business brands are striving for: authenticity. However, no amount of emoji design chocolate bars can buy you authenticity.

So go out there and be you.

 

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