Empowering consumers is the future of branding
Empowering individuals, instead of scaring or belittling them into needing a product, is the future of building a lasting brand image.
Both men and women are bombarded by stereotypes in the media and advertising about what they should look like, smell like, or be like. By taking a step forward in developing a more positive brand image, brands can capitalize on consumers's drive to be a strong individual.
Brands need to stand by female empowerment
Brands are starting to learn that women appreciate female empowerment advertisements. According to Google:
Female empowerment as part of the brand's identity cannot come and go. The stance needs to be maintained over time for it to be seen as genuine. A brand is a series of perceptions made over time, so by leaving a piece of the brand behind, or hopping on a new trend, will not necessarily benefit your brand.
Nike and Dove, across multiple years and campaigns, have done an amazing job maintaining their positive image of women.
Build brands with empowering content by showcasing greatness
Brands can take a step away from advertisements and generate engaging content like below in order to help build their empowerment image. Crossfit took a leap and took some ballet with professional ballerina Isabella Boylston. Videos like these help showcase the strengths of Isabella's profession, which helps to empower her brand and other females that identify with her.
Empowerment is not just for female consumers
If a brand is willing to take steps forward and change their image with the times, they need to be willing to commit to that change. 72andSunny Amsterdam is helping Axe move forward with their new, positive brand image. Axe is trying to move their brand's womanizing stereotype forward by empowering men to find something that makes them unique in "Find Your Magic."
Marketing director Matthew McCarthy says:
What can you give your own brand to help consumers identify with it?
Through advertising or content, consumers want to identify and support a brand. Think about how your own brand can drive a more positive self-image for its consumers and help them empower their own lives.