Issue 32 | Summer 2023 | Authenticity
I have two school-age daughters (and I was once a girl myself!). Naturally, we have all seen the Barbie movie this summer. Barbie is very similar to social media. They are both often looked down on for creating an unattainable image for girls, women, and humans alike. We often use social media to represent a picture-perfect (and not genuine) version of our lives. But just like Barbie in the movie [spoiler alert!] we should aim to break free of our cookie-cutter worlds and be authentic, both in our personal lives and our businesses. I’ll leave personal development to the experts, but I am a marketer. Taking the time to identify your authentic brand values, voice, and visuals may just be the boost you need to break free from your conventional and clichéd marketing.
TIP: Authenticity can help your brand connect with your audience on an emotional level and lead to more loyal customers.
Spotlight on Success
The developer of a new high-end apartment complex approached KDD just as they broke ground on construction. Because of the high visibility of the location, passers-by were becoming increasingly curious about the development. Although the client had an existing logo and a landing page, a defined brand identity and marketing and communications strategy were lacking. The client needed help designing a full website and reaching the right prospective renters. KDD began by creating brand guidelines and a visual architecture that supported the existing logo. Since renderings and photographs were not yet available for the units, KDD focused on marketing the lifestyle of living within the community, utilizing stock photos and key messages to develop an authentic brand image. The same messaging strategy was carried over to an updated landing page, email campaign, social media posts, site signage, and ultimately, a full website design.