Brand Marketing From A Gen-Z Marketer

Recently, Marketing Director Kevin Berrier sat down with Mya Shell, a Gen-Z Marketer who has a unique insight into brand marketing; sharing tips and tricks that she’s learned throughout her career so far, demonstrating her expertise in shaping the future of brand marketing. During the Five Dubs: Marketing Pros podcast episode, Mya tells her story of being a small-town girl with big town marketing dreams, how to assess your brand and make it stand out in a cluttered space, and her thoughts on the future of brand marketing.

Mya’s Origin Story

Growing up in a small Ohio town, dreaming of new opportunities, and discovering the power of social platforms. That was the beginning for a Gen-Z marketer who has captured attention with a fresh take on brand strategy. Her name is Mya Shell. She combines creativity, real-world experience, and a strong understanding of shifting online communities. Through internships, early professional roles in tech, and a knack for social engagement, she has assembled helpful tips that businesses can apply to strengthen their brand identity. This post brings together insights from a conversation with her about the art of brand marketing, the meaning of authenticity, and ways to build connections with audiences.

From Small-Town Roots to Tech-Savvy Marketer

Mya is no stranger to forging her own path. She left rural Ohio for college, aiming to learn everything she could about marketing and communication. She entered college as a first-generation student with limited guidance on landing internships or navigating job fairs. Then came a major global event that closed down campuses and workplaces: a shift that impacted everyone in different ways. The experience of finishing college during a worldwide crisis pushed Mya to get even more resourceful. She embraced remote internships, shaped her skills through hands-on learning, and experimented with digital tools that allowed her to work from anywhere.

She landed an internship at Cloud Campaign, which developed into a full-time spot. That first role opened the door to collaborations with other tech brands, social management platforms, and online communities. Mya experienced how stories and personalities on social feeds could amplify a company’s identity. Eventually, she moved on to a second role in tech, applying many of the same techniques. Along the way, she kept experimenting with different approaches, gathering feedback from audiences, and refining her process.

Defining Brand Marketing in a Cluttered Space

When Mya speaks about “brand marketing,” she means showcasing the entire personality of an organization rather than just a product or service. It is a chance to share an overall vibe and message that resonates with people on a deeper level. That approach can shape how audiences perceive a company, even when the market feels jam-packed with competitors.

Gen-Z consumers, in particular, have grown up online and sense when something feels off. Mya points out that younger generations use social channels naturally, scrolling through, commenting, and deciding within seconds if something speaks to them. It’s not always about high-budget production or glossy visuals, though those can be helpful in certain cases. It’s about feeling seen. In other words, brand marketing succeeds when people recognize authenticity, are drawn in, and want to stay connected.

The Power of Social Media and Pop Culture

A big part of Mya’s strategy involves tapping into the pop culture pulse of the moment. That might mean aligning content with a hot new show or referencing an event that everyone is talking about. Sometimes it is short-term, such as posting about popular memes, buzzy red-carpet looks, or viral news. Other times it involves more timeless references that work year-round, like well-loved sitcom quotes or iconic characters. By weaving these elements into content, a brand gains an instant “relatability factor.”

Mya points to major pop culture surges as gold mines for engagement. A high-profile movie premiere or awards show outfit can create a perfect spark for brand commentary. The right reference at the right time can result in extra shares, comments, and overall buzz. She cautions that businesses should choose topics that naturally align with their voice. Memes or events that feel unrelated or forced might create confusion.

Finding Brand Tone through Research

How do brands figure out their best tone online? Mya recommends diving into the content that a target audience loves. If a company wants to reach Gen-Zers, spend time exploring social feeds, short-form videos, and the comments sections of creators who share a similar demographic. This provides clarity on the humor, language, and style that resonates.

Once that foundation is set, begin testing out ideas. Memes might be a hit, or real-life stories might work better. It helps to watch which posts spark likes, reactions, and replies. Over time, a brand can pinpoint its comfortable space between playful, professional, witty, or laid-back. Some companies thrive with a humorous approach, responding to comments in a cheeky way, while others find success with an approachable yet steady voice.

Engagement as a Free Avenue to Growth

Mya emphasizes that all the fancy tools and big ad budgets in the world mean little if a brand never engages with its community. Thoughtful replies to comments, shares of user-generated posts, and little acts of acknowledgment spark loyalty. Many social channels reward those who respond by pushing the content to more people. Even a simple like can make someone feel noticed. A brief reply shows that the brand is paying attention.

One challenge is time. Small businesses often have one or two people wearing multiple hats. Mya suggests blocking out a bit of the day just to respond and interact. It doesn’t require expensive software to jump into comments. The impact is significant, since direct conversations signal that there are real humans behind a brand.

Comfort Content vs. Overly Produced Clips

Everyone has scrolled through social feeds crammed with dynamic cuts, dramatic voice-overs, and flashy effects. Those can grab attention. At the same time, Mya points out a rising trend of “comfort content.” It’s calmer, more relatable material that people watch in a relaxed way. Viewers might see a face speaking in a soothing tone, a person walking outside, or a glimpse of everyday life. This kind of content is popular with audiences who are tired of nonstop high-energy noise.

For brand builders, this shift opens new doors. Not every video has to be loaded with hype. Some viewers are drawn to soft beats and an honest voice. When it suits the overall brand personality, this gentle style can draw in folks who scroll to unwind at the end of a busy day. Providing a peaceful online moment can build trust.

Picking the Right Platforms

Mya underscores the advantage of trying a platform personally before investing corporate energy. That can be as simple as creating a personal account, browsing top creators, and studying how people engage. Some platforms have an older user base, while others pull younger crowds. Some revolve around quick memes, while others are perfect for long-form discussion. A brand that skews family-oriented might find success on Facebook. Another that wants to engage professionals might choose LinkedIn. A hyper-creative brand might jump on Instagram or TikTok first.

It’s tempting to throw content everywhere, but that’s not always realistic for smaller teams. The sweet spot often involves two or three platforms maintained consistently rather than a scattered approach. If the audience shifts, or if a new channel starts trending, the brand can experiment again.

Tech Tools that Help

While old-school engagement in comments is free, certain tech tools streamline the process. Mya once worked with Cloud Campaign and saw the benefits of pulling messages and analytics from multiple platforms into one spot. That kind of dashboard makes it easier for a single person or small team to keep an eye on everything.

Another tool she appreciates is ManyChat. The feature that allows automatic direct messages on Instagram (when users comment a keyword) opens a new channel for immediate relationship-building. That approach can guide people toward an email list. Growing an owned list is wise in uncertain times, when platforms can shift their algorithms or face policy changes. Building deeper connections through email provides a safety net for long-term brand stability.

Staying Human in a Digital Space

Mya’s story highlights the human side of online marketing. She grew up alongside social media, which led to a natural sense of how people connect through screens. Her approach reminds businesses that Gen-Z has unique experiences, such as going through part of college at home when internships and jobs went remote. Younger audiences crave sincere interaction and realness, not just slick slogans. A momentary like or quick reply might create more loyalty than a polished multi-thousand-dollar campaign.

These ideas can work for older demographics too. People enjoy feeling heard, regardless of age. Checking in, leaving thoughtful comments, or answering quick questions can go a long way. Overproduced content has a place, but it should blend with genuine conversation. With the internet more crowded than ever, real voices stand out.

All Around, a New Era of Connection

Brand marketing carries more weight than a product pitch. It’s an invitation to form bonds, share values, and spark conversations. Mya’s insights reveal that being true to a brand’s personality and meeting audiences where they are can set the stage for lasting success. A Gen-Z mindset helps organizations adapt to rapid changes in social tools and online culture. By blending engaging storytelling, meaningful interactions, and even a bit of pop-culture fun, brands stand out in a big way.

Take it from Mya, who started as a small-town dreamer, leveraged internships during challenging times, and found a groove in the bustling tech world. Her voice reflects the rise of a generation shaped by digital connections. With a mix of curiosity, comfort content, and energetic moments, she continues to prove that strong brand marketing is as much about the people behind the message as it is about the channels or budgets. It’s a real conversation, one that every brand can join right now.

(This information draws on insights from marketer Mya Shell, a Gen-Z expert specializing in brand marketing. Listen to this episode of the Five Dubs: Marketing Pros podcast anywhere you listen to your podcasts!)