Is Affirmational Marketing Right for Your Business?

March 28, 2022

Turns out the ordinary can be extraordinary, with the right marketing strategies in place.

Picture this: You’ve just opened up Instagram and are scrolling through the explore page. As you wade further and further into the newsfeed you start to notice something…normalcy.

There aren’t as many perfectly primped, photoshopped images of models posing on far and away beaches. Or smiling families sharing a home-cooked meal together in a spotless kitchen.

What you are seeing is stretch marks, acne scars, beer bellies and bad hair days all tied together by one connective strand – Reality.

Welcome to the Age of Affirmational Marketing, where the message isn’t about want or desire and rather focuses on empowering the consumer as they are today. It’s a “you do you” approach to advertising that has been particularly effective at capturing the post-COVID mindset.

So why should you care about affirming the consumer?

Every great brand is built on believers. Businesses rely on communities of people to trust, support, encourage and advocate for their distinct mission and values. And when that brand is saying “You are right just as you are,” it’s a much quicker pathway to cultivating a strong community.

But simply using “real people” to drive the strategy won’t cut it. The brand needs to believe and act in a way that affirms the consumer, which has grown even more difficult as audiences have become sophisticated to inauthentic messages and face-value marketing.

How can my brand embrace affirmational marketing?

Know your audience. As marketers, we cannot say this enough but it’s at the core of every great marketing strategy and it begins by answering the following questions:

  • What are their pain points?
  • What are their needs?
  • And most importantly, who are they right now?

Of course there’s a lot more that goes into a successful brand, but that’s where we come in. For over 22 years, our integrated team of experts have helped clients create marketing that matters and we can do the same for you. Give us a call or shoot us an email, and let’s schedule a meeting to help you navigate your affirmational marketing strategy in 2022.

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