By Emily Morrow Finkell
For 2018, personalization and storytelling still remain prevalent as consumers work to weed through all of the static and noise on social media looking to find people and brands that allow them to authentically connect. When we look at the positioning and language that major brands use in their marketing materials, it’s difficult to feel like a real person is behind the scenes. I often wonder, “Does this brand really care about me, my family and my needs?”
There is a barrage of information, promises and claims in the digital space, in particular, leaving consumers asking who they can really trust. Research from Mashable.com reports that Millennials are 50 percent more likely to trust user-generated content, because the stories are told by actual people with real lives. Trust is built with transparency and authenticity — the reassurance that a brand has invested in the time to really “get” me.
Websites like Pinterest are helping consumers, including Diane Keaton whose home is seen here, put their own unique spin on the interiors of their home.
After 13 years as the director of color, style and design for Shaw Floors carpet and hard surface, I had time to really reflect on what the consumer wanted in her home. Countless designer summits, conversations with industry colleagues and deep dives into industry data shaped my perspective. Two years ago, when the time felt right to begin my own endeavor (Emily Morrow Home), I knew that a personalized story had to be the heartbeat.
My life is a quilt that’s pieced from a beautiful combination of my commitment to family, a rich Dalton-based heritage, a lifetime in the design industry, a love of travel, an appreciation for culture — the list goes on and on. The components that make up my perspective and my story are unique. Every board and plank from the Emily Morrow Home collection represents my viewpoint. What is your story?
The Emily Morrow Home Designer Sample Box is just one tool that can be used to connect with consumers.
Marketing materials are designed to communicate your brand's message, using vibrant visuals and rich story-based content to engage the senses and evoke emotions that connect on a human level. When the story is your life and your love, it doesn’t get more authentic than that, and the consumer instantly connects. When in the market for flooring, the consumer is faced with so much noise — so many brands and retailers fighting for her attention. How do you set your business apart and build trust by telling your own unique story in the marketplace?
Decide how your unique life experiences magnify themselves into brand attributes that build affinity for your brand versus the competitor. Once you’ve written this story, brainstorm how to communicate it through your website, social media and in your community.
Another piece of my quilt is that I’m a breast cancer survivor. Supporting the cause through the Kiker Morrow Finkell Breast Cancer Foundation has become cornerstone to my business philosophy and goals. Not only is it an important cause, but it gives me a platform to tell my story while connecting with others.
In 2018, be your authentic self — today’s seasoned, savvy consumer expects it.
Sage is the new neutral for 2018 and companies like Joss and Main are showing consumers how to easily incorporate the on-trend color into their homes.