For years, I’ve read brand briefs outlining familiar personas: the millennial parent juggling young kids, the time-strapped shopper seeking convenience without compromise, the household decision-maker balancing health and budget. They were helpful snapshots of the people we were trying to reach.
But now, those personas look a lot like me. As a parent of twin toddlers navigating busy weeks and endless to-dos, I experience campaigns not just as a strategist – but as the very consumer they’re built for. And that shift changes everything.
When choices feel endless, brands can be a compass
Every day, parents – and really, all consumers – face a flood of options. Which snack is truly healthy? Which product really saves time? Which advice is actually worth following? It’s exhausting. The brands that stand out are the ones that get it; their messaging feels human, practical, and grounded in real life. As a busy parent, I notice this instantly. Campaigns that resonate feel like someone understands what it’s like to live in the chaos. Relatable brands don’t just simplify decisions; they create connection and trust. That’s what turns a purchase into long-term affinity.
Bridging insight and impact: why empathy makes the difference
Real success for a brand comes when empathy guides its decisions – not just its storytelling. When teams understand the lives behind the data, they can create solutions that genuinely meet people’s needs.
That realization hit me one evening during a late grocery run after a long day with my twins. Standing in a quiet aisle, comparing a dozen snack options all claiming to be “better for you,” I wasn’t swayed by design or packaging, but by the brands whose positioning and story I remembered. The ones that spoke about balance, not perfection, stood out to me. They understood that I didn’t want the trendiest product; I just wanted something I could feel good about giving my kids without overthinking it.
Moments like this remind me how powerful messaging becomes when it meets people where they are. It’s not about being loud or clever – it’s about empathy in language. Now I look at every campaign through a new lens: would this message connect with someone tired, standing in that aisle at 8:30 p.m., just trying to make a good choice? Empathy reveals what data alone can’t – the small frictions, emotional triggers, and quiet moments that shape how people experience brands.
Connecting strategy to storytelling
At a PR agency, we don’t just craft messages – we develop big ideas that inspire. We bring them to life through compelling, human-centered programs guided by empathy and insight. By building strong media relationships, cultivating trusted influencer partnerships, creating social content that sparks conversation, and generating earned stories that resonate, we deliver storytelling that shapes perception and drives connection. It’s how we turn strategy into stories that last.
Becoming the audience made me a better strategist
The realization that I had become the target consumer unfolded gradually, in small, everyday moments – from late-night grocery runs to countless tiny choices – and has reshaped how I approach brand strategy.
Now, I focus on the why behind behaviour: the motivations, trade-offs, and priorities that drive real decisions. When brands understand this, they don’t just sell – they connect. And that’s where real impact begins.