For so long, the branding world has depended on story telling. Advertisements weaved together an engaging narrative regardless of the medium. As intelligent branders, we have always sought to reflect the dreams and delights of our audience and product. After all, each of us is not so different that we don’t respond to empathy and the proper communication.
Your audience – whoever they might be – is smart and that is rarely disputed (I hope). People would begin to notice as long as our imagery and tag lines don’t just speak to people just as consumers, but as complex individuals. Although the product would still be very similar, its identity would take on a whole new meaning if the approach was formed on relevancy instead of more sales tactics. With the advent of the web (and platforms that made sharing easier) communication between brand and her audience suddenly became a two-way street. I call this an engagement model instead of broadcast model.
This instantaneous feedback means branding has to have a social element built in – it should inspire conversation and sharing. Traditional barriers were brought down and one of the side effects is that there is now more noise. Watered down ideas are no longer ideal. Instead, conciseness and boldness are more likely to capture people’s attention (after all, they have never been so inundated with information).
This is where intelligent social branding comes from. We approach our audience with respect before pen ever touches paper. We are not quick to assume people are eager to spend time with you and do not try to be all things to all people. Instead, we try to be ready to evolve with our audience like an African sunset.
I feel social media trickles and colors every brand. As was recently said by the NYU Stern Center for Measurable Marketing, “Visits to the store have a feedback effect on social media by driving more conversations about the brand.” It pulls us from our shell and demands we expose ourselves to the responses of others. Perhaps we roll with these punches, get better each day, and become a legitimate reflection of the community we represent. In that way, we draw ever closer to our truest selves.
Be well.
-c
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