How to Build a Brand That Connects

EXPERT OPINION BY ROBIN LANDA, PROFESSOR, KEAN UNIVERSITY @RLANDA

The shift from brand-centric to audience-centric communication is transforming how brands connect with consumers. In today’s competitive landscape, success isn’t achieved through flashy, hard-sell campaigns but through fostering emotional connections built on authentic storytelling and active audience participation. Consumers aren’t merely buying products or services—they’re engaging with brands that share relatable, meaningful narratives.

Brands that thrive in this environment are those with a clear purpose, compelling stories, ethical practices, and transparent communication. The focus has shifted from what brands want to say to what audiences want to hear. Their desires, values, and aspirations must guide every aspect of a branding strategy.

To help elevate your brand in this evolving space, here are five guiding principles:

1. It’s all about your audience.

Every successful brand recognizes that its actions must center on the needs, desires, and aspirations of its audience. It’s not about the brand or the company. It’s about the people you serve. When consumers encounter your brand, their first thought is, “What’s in it for me?” Answering that question should be the focus of your marketing.

2. Audiences demand the truth.

The 1990 film Crazy People humorously depicted an advertising executive opting for honest marketing—an idea that’s more relevant than ever. Today, especially among Gen Z, consumers are increasingly skeptical of traditional advertising. In fact, only 13 percent of Americans trust advertising, underscoring the critical importance of authenticity. In an age of heightened scrutiny, trust is fragile but invaluable, and brands that fail to maintain authenticity risk losing it permanently.

3. Focus on shared values.

Understanding your audience’s core values is essential. Invest time in research to truly uncover what drives them. Authentic storytelling isn’t just a differentiator. It’s the foundation of creating content that resonates. The most successful brands craft stories that reflect their audience’s shared values and lived experiences. Ultimately, you want your target audience to think, “You know me.”

4. Evoke emotions.

The most memorable stories evoke emotion. When brands become effective storytellers, they go beyond promoting products—they build lasting relationships that extend beyond transactions. Research from  data, insights and consulting company Kantar shows that emotional resonance drives engagement, capturing attention and fostering positive emotional connections. Emotional storytelling isn’t just an option. It’s essential for creating meaningful connections and leaving a lasting imprint.

5. Key into your audience’s obsessions.

What is your audience obsessed with? In advertising, insights go beyond basic demographic knowledge. They reveal the underlying reasons behind consumer behavior. A great way to identify an insight is by understanding what your audience is truly passionate about. For example, cosmetics brand e.l.f. found tremendous success on TikTok by tapping into their community’s obsession with the sticky texture of its Power Grip Primer makeup. As Patrick O’Keefe, vice president of integrated marketing communications at e.l.f. Beauty, explained, “Our campaigns are built on community insights, like our Big Game spot, created based on our community’s obsession with Power Grip Primer. They loved its stickiness and even coined it ‘Sticky AF.’”

Recognizing the viral potential of this obsession, e.l.f. leaned into the energy surrounding the product, and it paid off.

Emotionally resonant stories have the power to elevate brands beyond their products and services, forging meaningful connections. In marketing, where audiences hold the power, brands must shift their focus from self-promotion to genuine engagement. Building an audience-centric communication strategy means prioritizing authenticity, shared values, and emotional resonance. It’s about understanding what truly matters to your audience and crafting stories that reflect their lives and aspirations.

The brands that rise above the competition are those that listen, adapt and actively engage with people. By aligning your branding efforts with your audience’s passions and values, you’re not just selling a product or service. You’re creating a relationship that transcends transactions. In this new era of branding, success belongs to those who inspire, resonate, and connect.

Photo: Getty Images.