Brands must shift from being relevant to relatable.

Recently, there has been a shift in focus from relevance to relatability. For brands, this means that simply being relevant is no longer enough to capture consumers' attention. Instead, brands must create a deeper connection with their audience to remain competitive.

The new industry of brand connection centres around creating a relatable and emotional relationship with consumers. Brands that understand their target audience's values, beliefs, and aspirations can communicate and connect in a way that resonates with them.

Storytelling is the key to building a brand connection. Brands that create compelling stories that resonate with their audience will make a deeper emotional connection. This emotional connection leads to greater loyalty and advocacy from consumers.

Authenticity is also a crucial aspect of brand connection. Consumers can quickly identify when a brand is being disingenuous, which can lead to a loss of trust and credibility. Brands that are transparent and honest in their communications are more likely to build lasting relationships with their consumers.

By creating emotional connections through storytelling and authenticity, brands can build stronger and more human relationships with their audience.