Why not create a brand that is more sociable

28 Jan

Here is what you should know about building an engaging brand in the social media space. Anecdotal evidence seems to suggest that a crucial element to the success of any business or institution, is the building of a solid brand, as it is widely recognised as the single element that will create an enduring business.  But whereas traditionally brands where, huge corporate billboards and large steel gates with bold Trespassers will be prosecuted signage.

Brands have come to have, a human face to them of late, which creates a human experience if you will and it this human veneer which brands have capitalised on to get the emotional leverage, which has allowed them to effectively appeal to their clients in a manner that has proved to be engrossing and lucrative. Apple, is a prime example. Besides just brandishing its nibbled corporate identity and having all its shiny gadgets on display. Apple has been creating a brand with depth and character, which has come to define a generation and has distinguished its self and those who use it, in this cultural cacophony.

Learn to study, great brands Find their formula  Eg. Apple + story /journey + jobs = large support  Looking at Apple as an example of a great brand and what makes it so great, is the story it tells and the pedigree of Steve Jobs as the CEO. This and the innovation stream that comes out of the Apple brand, makes it a great brand with a legion of fans

Formula to brand success

So how the one-man-marketing-machine, in a home office emulate, the elegance and allure of the apple brand without the budget of Apple?  The truth of it is that you don’t, because you do not have the money and importantly, you do not have the pedigree of a Steve Jobs nor the story that the Apple brand has been innovating since its inception, from the wacky rainbow inspired Apple to the sleek, distinguished maverick of today. With that being the subtext to the Apple story, it’s difficult for you to compete. With that being said, it is here that you can learn. Learn to tell the story of your brand. Social networking has compelled brands to emphasise connection and at the core of creating human connections is authenticity.

Apply the lesson to your brand, on a smaller scale.   U+ Facebook/ twitter =  Marketing department of one  Is one of the best hip hop albums of 2010   You can emulate the success of a brand like Apple on a smaller scale, by using social media tools like twitter and facebook , to connect with people, in order  to build a relationship with your potential clients and it is this which will enable you to build a great brand of your own which connects and engages with the world and has a human and dynamic character to it, which will allow your brand to connect and gain the loyalty of your customers.

Applying Apples brand success to your own brand on a smaller scale.

As an entrepreneur who has a vision and is driven, you have the potential to tell a really compelling and original story about your brand. Become the brand ambassador of your business, whether it is on your blog, facebook, twitter account, introduce yourself and explain what you and your brand are about. Why you have chosen to get into the business, is it because you had some vision for a better way of doing business, what makes you so special. Remember here your goal is keep it simple and create a authentic brand experience. Then actually engage in the platforms that you have chosen. Create a dynamic brand with a real personality, looking at what people are saying about your product category, give out information that not only related to your products/service, be an active member of the community, avoid falling into the many corporate pages on social networks which lye forgotten , having never been updated  since they were created. This active participation in an ever evolving debate;  whatever it may be, will be fertile ground to grow to your brand, which is responsive, dynamic and relevant and all importantly authentic with character which will infuse personality to your brand.

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