‘Your brand is the single most important investment you can make in your business.’

At least, that’s what Steve Forbes of, well, Forbes, says.

Trouble is, you might not know how to create a brand consumers actually connect with. So today, we’re talking about the biggest branding trends in 2024 (and how to NOT come across as tone-deaf).

In today's newsletter:

• How to actually connect with consumers in 2024 (here are the most important branding trends in today’s market)

• WeightWatchers joins the Ozempic craze (check out their new ‘Fits You’ campaign, which introduces weight loss drugs to their programs)

• Trend plug - Very demure, very mindful

• Ask the Editor - How do I grow my audience & actually get clients from Twitter?

- Charlotte, Editor ♡

So, you’re building your brand.

It’s your baby. You’ve spent blood, sweat and tears on this thing. Traded countless hours of your life. It’s cost you almost everything, and not just in a monetary sense…

Now you’re ready to bring it all to fruition.

You just need to pull it all together and figure out how to present your brand to the world.

There’s just one problem – uh, how TF do you do that?

Let me guess. You’re the kind of person who views themselves as 'business-minded' or 'not creative at all.' You think this branding stuff is a whole alien world you could never understand.

Branding trends are constantly evolving, just like trends in fashion, interior design, pop-culture, and general consumer moods and tastes.

So how do we know what’s hot and what’s not?

And is it even really that important?

Well, according to Steve Forbes, Editor-in-Chief at Forbes, 'Your brand is the single most important investment you can make in your business.'

And he’s not lying.

Branding will make or break you in today’s competitive market.

[Keep reading]

-Sophie, Writer

WeightWatchers Joins the Ozempic Craze

You know it’s problematic when WeightWatchers has to switch up their marketing strategy to cater to the Ozempic boom.

We live in a world where half the population can’t afford to eat. And the other half are buying weight loss programs and injectables to eat less.

Chat, be honest, are we cooked?

There’s no denying the hold Ozempic and other weight loss medications, or 'GLP-1 drugs' have had on recent society.

Morgan Stanley Research estimates 24 million people, or 7% of the U.S. population could be using such drugs by 2035.

So where does that leave reasonably archaic companies like WeightWatchers, Jenny Craig and Noom? Practically obsolete.

And it shows.

WeightWatchers recently reported a 4% drop in quarterly profits, an 11% decline in sales for the most recent quarter.

They also announced a $100 million annual cost cutting, which includes 40% of its senior executive positions.

Now that’s dropping a few pounds.

This would seemingly mark the demise of its business model and others like it. Unless, of course, they factor in such drugs as a part of their offerings and wider marketing strategy. Which is exactly what 65-year-old company WeightWatchers has done.

[Keep reading]

-Sophie, Writer

Trend Plug - Very Demure, Very Mindful

Jools Lebron took TikTok by storm when she blew up for her video talking about how to be demure, modest, and respectful at the work place.

Now, these simple words have absolutely taken over not only the app, but the internet as a whole. 

Now, TikTokers are running with these words, using them to humorously and pretentiously remind people how to act when they are doing specific activities. For example, 'Do you see how I'm watering my plants? I'm very mindful', or 'Do you see how I am at the pool? Very mindful, very demure.'

How to jump on this trend:

Think of any situation, ever, where people could potentially act un-demure or un-mindful. Then, record yourself reminding them how to be demure and mindful.

A few ideas to get you started:

• Do you see how I drink my coffee? Very demure, very modest, very cutesy.

• Do you see how I treat my intern?

• Do you see how I eat my lunch?

-Carter, Intern

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - I want to start my own business of creating emotes and 3D models (including vtuber models) for streaming, and I’ve been trying really hard to grow it through Twitter/X. How do I grow my account so some of those followers actually convert to clients? - Basisah

Hey Basisah!

Ah, Twitter. The internet’s dark horse. Or X, as I believe it’s called this week. First of all, it's great you've already identified who your audience is and where they hang out online. This is an important step in actually reaching the people you want to reach!

The thing about X is the platform changes all the time, which does make it unpredictable. But one thing that will never change is the fact that it's egalitarian in nature. This means we go there to see unfiltered, authentic content from celebrities, politicians, and other people we'd never meet in real life.

So the most important thing you can do on X is focus on your community. Reply to people, create polls, and post regularly and purposefully. This is how you'll build relationships with your audience. And we all know people want to buy from people. So work on creating true connections and getting clients will eventually follow.

A final tip--buy the blue tick. Elon won't let people love you if you don't!

- Charlotte, Editor ♡

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