Most marketers today think of their company’s name, or tag line or logo as Branding.
But branding is not about placing your product on customer’s face. And most brands are doing this even on social media today.
Branding is another way for creating perception.
That’s the disconnect, ask any marketer “How do you want the product or brand to be perceived”, they are clueless. Most of the time the conversation goes into features or benefits or design ideas.
A brand is a promise. It’s an expectation of an experience.
The extrinsic aspects like company name, tag line, logo and brand colors only exist to recall that experience to mind.
Brands can meet that expectation, exceed that expectation … or in the worst cases, fall short of that expectation.
Tata’s name is synonymous with trust, which makes it the quintessential consumer example.
Amul “The taste of India” stands out among consumer brands.
The iconic ads for Amul branded butter, cartoons that often feature a blue-haired girl in a polka dot dress, have been tweaking India’s powers-that-be for 46 years, delivering playful, irreverent, timely reflections of what’s on the nation’s mind. ~ WSJ
Facebook “Connecting people”, features like “Saurav safe in Nepal Earthquake”.
The very essence of brands doesn’t lie within your brand colors or site design, even though those are important. But in today’s world nothing is sacrosanct the perfect example is Google that lets users play and recreate its logo.
The essence of a brand lies within its meaning. And words have meaning. Words matter.
Tata’s meaning wasn’t derived from its logo, or even its product design, but by the constant stream of stories that were published every time.
The brand was built, over time, by third-party validation communicated through third-party content. What other people said about Tata created the meaning of that brand. The advertising Tata did just reinforce that meaning.
Social Media is the new broadcasting medium.
Today anyone and everyone can broadcast about your brand.
Google’s CEO, Eric Schmidt, is now famous for having said,
Every two days now we create as much information as we did from the dawn of civilization up until 2003.
As marketers, we try to convince customers and prospects to generate content about our brands. In other words, to talk about us. To create a Tata-like experience where the meaning of our brand comes from how others perceive us.
How do we inspire people to generate content? To talk about us on Facebook and Twitter, to increase our audience?
Increasingly, we inspire our customers with brand experiences and by publishing our own content.
The uninitiated customer is bound by Newtons First Law of inertia. He is happy to talk only in his close circle at get together. But if we want him to talk to us, engage us, or our products and services, we have to contribute to the conversation.
Content is your brands currency.
Today’s web is an endless 24/7 cycle fed by content and social actions. In this cycle, brands are realizing that content is currency … ~ Bryan Rhoads, global content strategy, Intel
Content is currency — something we trade for our audience’s attention.
That currency becomes more valuable every time it’s shared by someone other than ourselves.
Those shares might be validation. There might be debate on it being true or not.
It’s our job to create content worth sharing. How it’s shared isn’t up to us.
There are many different array of content marketing options — each with its own balance of difficulty and value. But the best bet for most brands are blogs, links, photos, videos and slide shows. That we have seen that works well.
As a brand are you still confused on how this can be done.
We would love to catch up and understand how Limitless Creative Room can help make your Brand Limitless.