What if awareness started with people, not platforms?
As we look toward 2026, I’ve been thinking about how much a brand’s awareness is shaped more by people than platforms. Audiences increasingly rely on trusted voices to filter what’s worth their attention. A simple but powerful shift in thinking is to start with who you want talking about your brand, rather than where you want to appear. Even if the end tactics don’t change drastically, reframing the question this way often leads to stronger connections and more meaningful engagement.
For premium brands in travel, lifestyle, and ecommerce, this means paying attention to the individuals who shape culture: journalists, editors, creators, and tastemakers. They do more than amplify your message; they interpret it, translating your story in ways that audiences trust. The most effective collaborators are those whose taste aligns with your brand, not necessarily those with the largest reach. A smaller, carefully chosen relationship can carry more weight than a broad, transactional campaign.
A people-first approach also asks brands to be clear with themselves first. If you can’t explain what you do simply and honestly, it’s difficult for others to do it well on your behalf. A useful test is this: could you explain your brand to a friend in five minutes without fluff or stumbling? Fix the moments that feel unclear. Being clear, human, and consistent sets the stage for trusted voices to interpret your story authentically.
This thinking also changes how campaigns are used. Campaigns remain valuable — they create focus and momentum — but they land best within an always-on approach built around relationships. Regular touchpoints, early-stage conversations, studio visits, and open briefs for creative collaborators cultivate trust and context. When campaigns are launched within that network of relationships, they resonate more naturally and are more likely to be remembered.
Time to throw open the doors to the studio
Over time, this approach builds more than awareness. It nurtures an organic community of loyal advocates — people who engage with your brand consistently, support launches, and return because they trust it, not because they are repeatedly reminded to. These relationships compound over time, creating a foundation for long-term growth and influence.
What makes this approach fresh is not the tools themselves, but how they are used. Traditional awareness planning often starts with channels, platforms, or reach metrics. People-first thinking flips that: start with who shapes perception, then choose the channels and campaigns that support those relationships. The outcomes are subtly but meaningfully different — deeper engagement, more credible amplification, and a brand story that resonates over time.
Ultimately, awareness for premium brands is not about being seen everywhere; it is about being understood by the right people. Thinking people-first, even in small ways, can shift how your brand is experienced, remembered, and shared. And in 2026, that kind of careful, human-focused approach will be what separates brands that are noticed from brands that are truly valued.
Clarity is the first step to building trust and awareness. If you’d like support in sharpening your message and making it easier for the right people to tell your story, take a look at my services here.