Relevance is not a coincidence - it is a consequence. Period.
Hey you,
You can put out as many posts, place ads, build exhibition walls, shoot reels and pitch campaigns as you like - if nobody has the feeling: "Yes, this feels real", it won't work.
In other words:
Being visible is easy. Relevance is the difference.
And no - this has nothing to do with the latest TikTok sound or some fancy tool. It has to do with clarity, timing and recognizability.
Example 1: fritz-kola
fritz is not successful because the lemonade tastes better.
But because you know immediately what they stand for: No boredom. No compromises. And certainly no right-wing bullshit.
The branding runs throughout - from the bottle to the billboard.
Reason for buying?
Not thirst. But affiliation.
Example 2: Huel
Meal from the bag. Sounds sexy? Not really.
But Huel has managed to turn it into a lifestyle. Little color. Clear typography. Focused on function.
And above all: they talk to people as if they weren't stupid.
The result?
Not a mainstream product - but a huge sales driver because they have found their target group and take them seriously.
Example 3: Every Foods
Do you know them? The frozen meals with understated design, cool colors and a focus on healthy convenience?
Every doesn't look like "ready-made food". And that's exactly the point.
Design, language, user experience - everything feels "modern, fast, good".
You think: "I want this in my freezer."
Not: "Oh, that was probably leftovers from the Asian snack bar."
Relevance? Doesn't mean being loud.
👉 that people can see what you're about - without the need for explanation.
So: 3 questions for you to take away
- Would people recognize your brand identity if your logo was gone?
- Would your customers miss you if you were gone tomorrow?
- Would you click on it yourself if you happened to see your post on the homepage?
Conclusion:
Brands are vibes.
And relevance does not come from more output - but from more substance.
then it's not because of the content plan, but because of the brand core.
Chantalle
