Living in Barcelona for a year, I was immersed in a lively culture that valued passion, travel, and building relationships over an incoming paycheck and corporate ladder climbing. That lifestyle isn’t necessarily “better” or “worse” than what you may expect in the United States, but the contrast promulgated some serious reflection.
The Value of Values
When you are socializing in Barcelona, the first thing people ask you is not “So, what do you do for work?” or “What are you studying?” Instead, people first connect on shared interests, lifestyles, and purpose. As a result, deeper bonds are made, and people are more likely to reach back out. The same can be said for branding. Introducing your company values-first initiates a deeper, personal connection that serves as a more steadfast foundation for the brand experience and loyalty that will be built on top of that. This could look like a lot of different things in digital media, including:
- Incorporating your mission and vision statements into more content
- Featuring customer stories that align with your values
- Using multimedia tactics to showcase your team’s everyday purpose
Regardless of what fits best into your brand, lead with authenticity. Digitally-conscious consumers can smell inauthenticity from a mile away, leaving the impression of a more shallow brand.
Slowing Down Saves Time
At first glance, a typical workday in Spain may look like there isn’t a lot going on. Meetings take a little longer, conversations linger, and the midday siesta is on everyone’s calendars. Yet, they keep up with the rest of the world, often recognized as a global benchmark for entrepreneurship and design. This has inspired me to slow down (when appropriate) in my own work. Examine each step of the customer journey more carefully; become more involved in the client experience.
In a digital media role, this might look like a thorough audit of your website’s UX or revisiting creative to align more closely with audience needs. Investing in the mindset of “How is this meaningful?” prevents future issues and can provide insights you may have missed otherwise. In an industry constantly seeking more quantity, bandwidth, etc., seek perspective.
Bite-Sized Experimentation
When discussing Barcelona, it’s simply impossible to ignore the rich, flavorful food. With a plethora of Mediterranean and Spanish influences, there is so much to try making tapas a great option. Consisting of small and varied dishes that you may expect to be less than filling, you’ll find yourself satiated while also having gained a unique experience. Paralleled in digital media testing, it’s worth considering a route of smaller creative variations to home in on the preferences of your ideal audiences, such as:
- Punctuation (“Buy Now” vs. “Buy Now!”)
- CTA phrasing (“Learn More” vs. “Check It Out”)
- Use of whitespace (Busy vs. Minimal)
- Hook of your copy (Curiosity Gap vs. Loss Aversion)
Adjusting subtle details could still satiate and improve a full and impactful campaign, with the addition of a refined brand image.
No matter which strategies you choose to explore, the best optimizations may come from just a shift in perspective. If you’re looking for a strategic partner to help bring more meaning, precision, and creativity to your digital campaigns, let’s dance.
