Branding is a four-letter word for Millennials and Gen Z. They hear "branding" and immediately think of annoying ads, fake promises, and cringey attempts to be cool. (Like I’m not cool! Just ask my 6-year-old grandson Drew, I’m the coolest thing since sliced bread) It’s a real challenge, but fear not—there’s a way to crack the code and win them over.
Let’s start with my favorite Millennials and Gen Zer’s. They crave authenticity and connection. For them retail brands need to be more than just a logo and a slogan; they have to have a personality, an identity they can relate to. Engage them with interactive content, like online games, social media challenges, and user-generated content. Encourage them to share their experiences with your brand on-line. My daughter Megan is a prime example. She loves to share about new recipes, products and deals with her friends on-line. Not a day goes by that I don’t see something pass over my feeds where she isn’t extolling the virtues of this or that brand. She’s not alone. Give them a platform to express themselves, and they’ll help carry your brand successes to new heights.
Now, onto the rest of the generational lineup:
Gen X is here too, and they appreciate a straightforward, no-nonsense approach. A bit of sarcasm and wit about your brand, goes a long way. Throw in some nostalgia about your brand, if you have it, and they’re in. Just remember, they’ve seen it all and know a fake Birkin bag when they see one, so keep it real or they’ll call you out in a heartbeat. Xer’s love nothing more than a good throwback reference, but don’t overdo it—they know exactly how old they are, thank you very much. As the smallest generation they are most often over looked, so don’t make that mistake. Brand conversations rooted in real world scenarios will resonate with Gen Xer’s far more than polished marketing. Authenticity is the only way to go, no games, just give it to them like it is. They’ll respect you in the end.
And Boomers? We’ve got the time and the money, and we still drive much of our economy….and boy do we love a good story. Heartfelt and touching testimonials work wonders with us. We value quality and reliability, so highlight how your brand has stood the test of time, just like we have. Reinforce value pricing, stability, and dependability, we care about being wise with our money. Brands that reflect these values will resonate with us. Boomers are pretty tech savvy and seasoned users of social media channels thanks to Covid so there are many opportunities for brands to engage with us on a multitude of medias. Tapping into a sense of nostalgia, family and community will remind us of the good old days. Then, give us look into the here and now as we both walk bravely into the future together. Remind us we’ve both gotten better with age…. like a fine French wine. (Not like one of those fussy Moscato thingies the kids drink)
Now what do I say about Gen Alpha….This generation born after 2010 is already showing signs of being the MOST brand obsessed generation over any of their predecessors. Born with cellphones in their hands, they have learned to scroll before they could talk. I read yesterday that digital technology for them was not learned but innate. No truer words have ever been spoken. I have three lovely (and quite beautiful) Gen Alpha grand-daughters that embody that very statement. Gen Alpha’s live in an ecosystem unlike any other generation. How they create, interact and share content is by no means passive. Alpha’s are fully engaged with brands and they can’t even drive yet!! So, I am hereby reserving my judgement and guidance on branding to these spirited youths, at least until they are old enough to shave. So let me move on.
As you see there are so many ways to be creative in your branding initiatives; it’s the actual interaction that really counts though. Create multiple different platforms for your shoppers to engage with you on. Believe me, each generation is going to gravitate to the medium they are most comfortable with. Encourage shoppers to post, snap, tweet, or make a TikTok about your new products. Challenge them, so whoever gets the most likes or shares wins that product each week! Because who doesn’t like winning and free in the same sentence? Or maybe they can film a video of their favorite meal or make a cool YouTube using one of your specialty or signature products? Why not, everyone already has a phone in their hand. You’ll be amazed at how quickly they spread the word to friends and followers, and boom... you’ve started a brand buzz.
Dive into their comments, listen to their feedback, and get to know them better. Open a real dialogue and keep the communication flowing. Give them a compelling reason to champion your retail brand. Ask for reviews on products, services, special promotions, or even give sneak peeks of upcoming events. Run creative contests, offer exclusive first looks at new products or host virtual tastings. Engage and keep on engaging them. Make them feel valued and part of “your” brand’s journey, and they’ll become your most loyal advocates.
It’s work yes, but it’s essential to stay relevant when you’re competing for your fair share of the market. Even the Coke’s of the world find it necessary to rebrand themselves with new shiny aspects of their recognizable brand. Don’t look at it as changing your brand, look at it more as changing your shade of lipstick. You’re still the same ole you with all your good qualities and sparkling personality, you’re just stepping up your game! There’s nothing wrong with a little tweak here and there when it comes to branding engagement. What is your brand voice talking about in 2024? Social awareness, employee recognition, sustainability, community, personalized customer service, going the extra mile, added value programs, entertainment, education… all these things do count when choosing a brand loyalty regardless of the generational group.
So, promote your uniqueness, as the great thing that it is—Don’t be shy about it. Be true and transparent and you can’t go wrong. Your brand voice should be loud and proud, you earned it. Remember, branding doesn’t have to be a four-letter word if it’s done with flair, so be a Peacock in a world of Mourning Doves. Flaunt your colors. Every generation loves to share a great product, a great cause and great brand, it makes us feel connected to each other. Whether it’s Telegraph, Telephone, Teleport, Text, Tweet, Snap, Insta, Tik or Tok, it really doesn’t matter how we share your brand, just give us something relevant to share and talk about! What better way than to have us vested in your branding as loyal customers? Give us something to talk about… and watch your brand soar across the generational divide.
