In an exclusive interaction with Shireen Bhat, Founder of EchoE Media, she shares her insights on what it takes to build brands that genuinely resonate in today’s cluttered digital landscape.
From the power of emotional storytelling and the evolving role of AI in creativity to the importance of maintaining consistency across physical and digital experiences, Bhat discusses how authenticity and adaptability have become the cornerstones of modern branding.
She also highlights why staying agile and continuously understanding changing consumer behaviour is critical for brands looking to remain relevant and memorable in an ever-evolving market.
1. In an era where consumers are exposed to thousands of messages daily, what do you believe makes a brand truly memorable and authentic?
At this point, your brand, service, or even you as a personal brand has less to do with quality alone and more to do with how well you stand out to the right audience. The key is choosing the right segment and creating an emotional connection. Whether it’s happiness, anger, vulnerability, aspiration, or inspiration, people engage when they feel, “I relate to this” or “I want to be this.” That’s what truly captures attention and builds a strong brand.
2. How can businesses effectively use storytelling to build deeper emotional connections with their audiences?
Before creating a story, businesses should first identify the emotion they want to trigger. Is it nostalgia, sadness, inspiration, or simply a sense of joy? Once that is clear, the story should remain authentic, with just the right amount of drama to make it engaging and memorable.
It’s also important to study the competition. A storytelling strategy that worked for one brand may not deliver the same results for another.
3. With AI and digital technologies transforming the creative industry, how do you see the role of human creativity evolving over the next few years?
It’s only going to get better. Personally, I don’t believe AI can replace creative people—it can only enhance what they do. Creativity still comes from human experiences, emotions, and perspectives, which AI cannot replicate.
Right now, I see AI as a tool that empowers creatives rather than replaces them. The future is about humans and AI working together, allowing us to create better, faster, and more impactful work.
4. As someone who understands both spatial design and brand experiences, how important is consistency across physical and digital touch points for modern brands?
Oh, it’s very important. For a brand to stay memorable, it needs to be present across different touch points in a way that feels natural and seamless. The goal is for the audience to recognise and connect with the brand without feeling like it’s being forced on them.
Consistency plays a huge role in achieving that. When the same values, visuals, messaging, and experience are carried across both physical and digital spaces, it builds familiarity, trust, and stronger brand recall.
5. What exciting trends in branding, design, and consumer engagement are you most looking forward to, and how is your organisation preparing for them?
That’s definitely a tricky question, especially when trends seem to change every minute. In a way, I think that’s the answer itself. The most exciting trend isn’t a specific design style or marketing tactic—it’s the ability to adapt quickly and stay relevant.
Today, keeping up with trends has become the new trend. As an organisation, we focus on staying curious, being flexible, and constantly learning from changing consumer behaviour. I believe most marketing and branding agencies are working toward the same goal: finding better and faster ways to understand what’s changing and respond to it effectively.
