Rethink collaboration to achieve authenticity

[fomayof928@mowline]

She recommends brands rethink their approach to establishing connections to help maintain the authenticity consumers seek. She points out that often when we think about relationships between brands and croatia b2b leads creators, it’s rooted in contract, but human connection makes all the difference.

She explains when she works with brands, she enjoys getting on calls to understand what the brand is trying to accomplish, their end goal and the best way to help them. Seeking this alignment is helpful because what a creator envisions for a brand’s channel or platforms may look different compared to the brand’s perspective.

“I feel like that face time helps them also understand who I am as a person, so they have the knowledge and pretense that this is also going to show up in the content I create—my personality, how I speak, how I write because it’s coming from my brain. It’s my creativity and my creativity is me,” Powell says.

Powell encourages brands to pass the mic to creators during cultural heritage months or cultural moments to center members of the community because that’s sometimes where brands miss the mark. They want to insert their product and services everywhere, but they aren’t a part of or active within the community.

“When it comes to Black, brown, queer, immigrant and plus-sized creators, if you don’t have an authentic, intentional way to step in those communities, leveraging them is a great way to do that because you’re picking people from those communities who already have a connection with your brand. If they don’t have a connection with your brand, there’s an opportunity to educate and showcase why the brand is valuable to them,” Powell says.