Year of the Dragon: How to Channel Your Brand's Inner Strength and Vitality

Why being ethical, honest, and evidence-based is more dragon than you think.

Are you ready to embrace your inner dragon? As we enter the Year of the Dragon and the beginning of the lunar new year, it's the perfect time to draw inspiration from this powerful creature's qualities – strength, vitality, and intelligence. Those born under this sign are known for confidence, ambition, and charisma – perfect qualities for injecting energy into your brand marketing.

At Animo, we also believe that being ethical, honest, and evidence-based is the key to success. But it's not just about being good – it's about being more dragon! So here are some areas where you can channel your inner dragon into your brand marketing – and why these qualities are more than just a nice-to-have - they could well be the secret to success.

1. What do we want? Realness!

Firstly, consumers can sniff out anything less than genuine from a mile away. Honesty fosters trust, and with 88% of people stating authenticity is crucial when deciding which brands they like and support, it's not just a checkbox – it's a must for winning hearts and minds. So have the courage to play it straight and don't cut corners. 

2. Greenwashing just won’t wash

Consumers want more than just superficial eco-friendly claims; they want proof. They can see right through any attempts at greenwashing meaning it’s not enough for brands to say that they’re green; it's about actually being green and proving it. Recent research from KPMG UK found that “Over half (54%) of consumers say that they would stop buying from a company if they were found to have been misleading in their sustainability claims.” So, if it’s going to affect your bottom line, remember, authenticity trumps fakeness any day.

3. Trust is the holy grail

Trust isn't built overnight. It comes from being straight up with your audience. And when 81% of consumers say brand trust is a deciding factor when making a purchase decision – passing the trust test matters. If you're consistently ethical, communicate transparently, and back up your words with evidence, you're not only creating a brand narrative that resonates with authenticity but also fostering a trust that goes far beyond a one-time purchase. And this forms the basis for enduring consumer loyalty and advocacy.

4. It’s knowing when to play by the rules

With concerns about data privacy growing, businesses must prioritise transparent data practices. Particularly when 63% of consumers worldwide think companies aren't honest about how they use their personal information, and nearly 48% have stopped purchasing from companies because of privacy worries. As laws and regulations continue to tighten, being on the ethical side not only keeps you out of legal hot water but also shows your audience that you're playing fair. After all, no one likes a rule-breaker.

5. Grasp them by their short attention spans

People's attention spans aren’t getting any longer. For example, it takes about 50 milliseconds for people to form an opinion about your website, so it's crucial to communicate honestly and smartly to engage consumers in fleeting moments. Brands that understand the game of rapid opinion-forming can have the confidence to create content that leaves a lasting mark in this blink-and-you'll-miss-it world of online attention.

6. Don’t be afraid to stand out

It's a jungle out there in the market. Competition is fierce, and to survive, you need ambitious thinking to stand out. Being ethical and transparent isn't just about doing good; it's about standing head and shoulders above the competition. And if eight out of ten consumers say that they would pay up to 5% more for sustainably produced products, this differentiation isn’t a fleeting strategy, it's a strategic (and financial) advantage that elevates your brand above the overwhelming landscape of consumer options.

7. The smart money's on data

No surprises on this one…data is still vital. Businesses that use data-driven strategies drive five to eight times as much ROI as businesses that don’t. Evidence-based strategies, fuelled by relevant data insights, don't just make your campaigns efficient – they keep them bang on target, hitting all the right notes with your audience. And with Generative AI, (yep – we mentioned it) these insights can be combined with tools powerful enough to swiftly create niche and highly targeted content that can only enhance these successes.

8. Winning Hearts of the Socially Conscious

As consumers, we all care about where our money goes and we want to support brands that share our values. In fact, according to a recent study by Kantar “Globally, 80% of consumers say they make an effort to buy from companies that support causes important to them.” So, being ethical isn't just a nice gesture; it's a language socially conscious consumers, like us, understand, appreciate and expect.

So, as we enter the Year of the Dragon, let's remember to channel our confidence, ambition, and charisma into our business strategies. By being ethical, honest, and evidence-based, we can build trust with our audience, stand out in a crowded market, and win the hearts of socially conscious consumers. And, whether it's avoiding greenwashing or prioritising transparent data practices, Animo is here to help navigate this path, making 2024 a year to remember!

Cheers to a successful year and beyond!

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