‘Brands need to be human to the core, that makes people think differently about the brand.’ I had the privilege of attending an interactive session of Kass Sells, Global COO- WE Communications on Brands in Motion at the School of Communication & Reputation. He talked about how brands need to lead the change through their communication and the more brand resonates with its audience the better chance it has of leaving an imprint on people’s minds.

There are three things that a brand should keep in mind-

1. Its relationship with customers should be built on mutual respect.
2. Brands should know what is the customers want.
3. Try to do some good for the world.

And based on these, brands and public relations professionals are also getting more creative and sensitive in their approach towards the type of communication message that they deliver. That is why the campaigns around political, social, and environmental arenas are increasing.

Related: How Brands Across Geographies Are Preparing for COVID (& Beyond) – from a Public Relations Angle

Customers want brands to take a stand on issues. And the ratio for Indian customers wanting brands to make a stand is 86% and that for global customers is 74%. They are keen and interested in adopting new technology but also scared, of the impact of it in the long run.

It is important for communicators to find a brand’s purpose and bring it to life. Try highlighting the areas in which the brand excels. The scale of the message also helps in leaving the impact of the message. And most important is the right message at the right time. An idea can also start small and then be expanded globally.

These were some of the things that he shared with us within his restricted time, but all of this was the learning of a lifetime. Just keep a simple approach, be human, start small and be creative.

And lastly, “stay relevant, original, & impactful.”

–Kritika Khatwani

Kritika Khatwani is an alumna part of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with MSL, Mumbai, and was recruited by Adfactors PR, Mumbai

She is from Jhansi. She has done her graduation from Mass Communications and Journalism. Her varied life experiences resonate with her passion for raising awareness about social causes. This is evident from her participation in the short film- Gaokor: A Period House. Her avid inclination towards creativity and writing is what pushed her to pursue a career in public relations. Music and coffee are her meditation.