Nostalgia, connection and why Joey was ahead of her time.
There’s something about nostalgia that pulls at us, isn’t there? A scent, a song, a fleeting image can transport you back to a moment you didn’t realise you were holding onto so tightly.
It’s powerful, universal, and deeply personal – and it’s becoming a cornerstone for brands that want to truly connect.
But nostalgia isn’t just about old records or vintage aesthetics. It’s about the stories we tell, the emotions we evoke, and the connections we create. A few years ago, I had the privilege of working with a photographer, Joey, who embodied this concept perfectly – long before it became the “thing” for brands to lean into emotional storytelling.
Let me tell you why Joey was ahead of her time – and why this might just spark a little something for you to think about when it comes to your own brand.
For the Nostalgic
Joey came to me at a pivotal moment in her business. She had built her reputation as a skilled photographer, someone who captured life’s quiet, fleeting moments. Her work was already exceptional, but her brand? It didn’t match.
When we started her brand strategy, Joey didn’t just talk about photos or camera settings. She talked about the people she photographed – their stories, their quirks, their unguarded moments. She spoke about the ways her photos became treasured heirlooms, passed down and cherished because they held not just images, but memories.
Through our conversations, we uncovered the heart of her brand: nostalgia. Not the kitschy, retro kind, but the deep, visceral emotion that makes you pause and hold your breath for a second.
The value statement we created – For the Nostalgic – wasn’t just a tagline. It was a declaration of who Joey was, who she served, and how her brand connected with people on an emotional level.
What Joey did was more than branding. She created connection. And what’s remarkable is that she did it before the rest of the world fully caught on to the idea that branding is about more than logos or aesthetics.
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The Power of Connection
Here’s what Joey instinctively understood, and what we as business owners are still learning to perfect: people don’t just want to buy from brands. They want to belong to them.
Brands that succeed today aren’t the ones with the flashiest graphics or the trendiest TikTok dance. They’re the ones that feel human. The ones that make their audience say, “This is me. This is who I am. This is what I value.”
That’s why connection matters. And not just surface-level connection – like a clever social media caption or a relatable meme – but the kind of connection that makes your audience feel seen.
When we worked on Joey’s brand, we didn’t stop at visuals or pretty words. We dug into the why. Why does nostalgia matter to her? Why does it matter to her clients? Why does it make her work unforgettable? Those questions shaped her brand into something not just professional, but magnetic.
What Does This Mean for You?
Maybe you’re reading this, nodding along, and thinking about your own brand. Maybe it feels a little “off” – like you’ve got all the right pieces, but they aren’t quite fitting together in a way that resonates. Or maybe you’ve grown so much over the years that your brand just doesn’t feel like you anymore.
Here’s the truth: brands that connect on a human level – brands that understand their audience and make them feel something – are the ones that last. But connection doesn’t just happen. It takes clarity, intention, and strategy.
Joey’s story is proof of that. She didn’t stumble into her brand by accident. She invested the time to dig deep, uncover her unique traits, and align them with the people she wanted to reach. That’s what made her brand stand out – not just then, but even now, years later.
The Thought I’ll Leave You With
If you’ve made it this far, here’s what I want you to take away: Nostalgia, connection, emotion – they’re not just buzzwords. They’re the heart of what makes a brand memorable. And the brands that can tap into that will always be ahead of their time.
So, the question is: where does your brand stand? Are you connecting? Are you creating an emotional thread that ties your audience to you in a way they’ll never forget?
Food for thought. Or the perfect conversation starter.
But don’t just take it from me, here’s a few of our fave brands.
