Leading brands are engaging with their customers beyond traditional advertising by becoming media outlets themselves. On a recent trip to pick up Chick-Fil-A for family dinner, Dave Beasing reflected on the restaurant’s well-known generosity and rejoiced in their newest plans to share branded content with their customers.
The favorited fast-food chain has announced plans to work with major production companies to create original family-friendly programming for its own streaming platform. It’s no surprise that a brand like Chick-fil-A would announce plans to entertain and engage with consumers with innovative techniques. They have cultivated a reputation for exceptional customer service. A case in point is their consistent use of polite phrases such as “my pleasure,” which highlights their commitment to a pleasant customer experience. This bold move embodies the generosity they wish to project, aiming to offer free, engaging content that aligns with their brand identity.
This news aligns with the intriguing shift happening in the business landscape: brands are transforming themselves into media channels. It’s not exactly new news, but brands are increasingly getting more creative with the media and storytelling they publish. Whether it be videos, social, a custom magazine, or a branded podcast, brands are increasing their opportunities to connect more intimately with their core customer base.
Other brands like Starbucks are also delving into the media space, as is Lyft. They are producing podcasts, streaming services, even game shows. This aligns with a larger trend where brands take on the role of content creators, offering both entertainment and information to their audiences. By providing value-added content, brands can forge deeper connections with their audience, fostering loyalty and enhancing customer satisfaction.
This blending of brand and media company requires brands to adopt a strategic approach to content creation, ensuring it aligns with their core mission and values. Looking ahead, it is critical to recognize the role of innovative content strategies in contemporary branding. Whether it’s through delightful customer service or immersive media experiences, the goal remains the same: to build lasting relationships with an audience.