For the longest time, my company, Content Hearts, has had a split personality.
Side A: Traditional 4As agency thinking.
- It’s all about the big idea
- All assets must be consistent and nicely art-directed
- Brand guide must be followed strictly like the Bible
- Focusing on how the brand looks, not how the brand feels.
This doesn’t feel like us.
Side B: Content creator mindset.
- The hook is the most important part of the video
- Optimizing content for virality no matter what
- Focusing on storytelling and sensationalization, less about branding
- Nobody cares about the idea. It’s all about views and conversions.
This doesn’t feel like us either.
I’ve spent a week ruminating on the two.
We need a stronger positioning, but finding it is harder than I thought.
Then suddenly, it hits me.
We’re a hybrid of both.
- Millennial branding, Gen Z marketing
- We optimize our videos for attention, but we don’t rely solely on it
- We care about the brand identity and brand experience as a whole, instead of the individual content in silo
- We care too much about high production quality, even when others say it doesn’t matter at all.
- We care about big ideas, only if they generate conversions.
We don’t just do content, we design brand experiences.
We don’t just chase attention. We craft experiences your audience is drawn to, connects with, and buys from.
And yes, this means we’re going to alienate 70% of my target audiences.
But having this clarity means that we can target specific businesses that are aligned with us, not the ones that chase us into something we’re not.
Grace Gumala · Founder, Content Hearts