Brand Management: How Social Media Can Impact Your Brand Image

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

Brand Managment

There is nothing new about the concept of branding in business, and with the new technologies that pop up each day there are more and more opportunities for a business to work on expanding its brand. Among these opportunities, social media presents an inexpensive and easy way to relay unique messages. With the proper brand management, social media experts are showing businesses how to get their messages directly to the consumer.

Creativity and Originality

The most important place to start with any social branding efforts is to ensure that a compelling brand statement is already in place.  And if it doesn’t have the right kind of supporting content, no amount of promotion is going to be effective.  Every piece of information shared must be in line with the company’s brand and each piece should demonstrate, directly or indirectly, why that brand is better.

The truth is that you can hire the best social media experts in the world to help with your brand management and get absolutely nowhere if you don’t already have a clearly understood branding statement.  You need to know what sets your company apart from the competition, and come up with some creative ways to express that. Once you have the overall strategy in place, your social media manager will be able to get the appropriate content to convey your brand image.

Always Stay Consistent

Of course, anyone can get set up on social media, so don’t feel accomplished just because you have a Facebook and Twitter page for your business. For these pages to help with your branding efforts, you must remember that consistency is key. In this case, consistency is not just making sure that everything you post is in line with your brand image, but also that you are consistently posting new content to keep your users engaged.

This is one of the biggest struggles that new businesses face when working to get their message out there, and one of the primary reasons that businesses find their social media presence to be a source of great frustration. The truth is that for someone who does not understand how to use social media channels properly, this type of branding is a waste of time. For those who are engaged with social media, they find that these channels can be one of the easiest and most powerful ways to brand. This is ultimately why so many companies turn to social media experts when it comes time to help with brand management, and why those companies are able to produce such impressive results.

5 Things You Might Have Missed

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

So many crazy, informative, strange, stories— so little time. Thankfully we’ve hand picked a bushel of the best things happening right now in online marketing, social media and branding.

1.) Your What Talks?!?: We’ll gracefully avoid making any “douchey” jokes and let the outspoken lady parts in this series of online ads for Summer’s Eve do the talking, instead. These frank spots for feminine hygiene branded with the tagline “Hail to the V” are either groundbreaking or highly stereotypical and offensive. Either way, it’s a totally talked about and list-worthy campaign.

2.) Twittering Presidential Wannabes: When the GOP presidential hopefuls took to Twitter to debate the issues on Wednesday, there were three things that stood out: A.) Twitter as a political debate platform certainly has its limitations. B.) In order for people to care about Twitter campaigns, they need to be properly promoted, and C.) Obama and his social media marketing have this whole thing in the bag.

3.) The Big Apple Handpicked by New Yorkers: MyBlockNYC.com is an awesome new crowsourced site which allows New Yorkers to give virtual visitors a real look at the city that never sleeps. The site is a creative and social look at tourism from the people who live in New York. And it’s a trend we hope spreads to other cities.

4.) Plus or Minus: This great editorial from the thoughtful folks at good made us think about who we want to add as our Google+ friends. Google+ has had an estimated 18 million visitors so far and the way we friend — and market — on the site is bound to be a topic we continue to discuss.

5.) Rocking the Brostache: Okay, we know this is a few weeks old, but if you don’t watch Hulu as much as we do you might have missed the hilarity of Gieco’s new commercial and accompanying “brostache” smartphone app. It’s the kind of funny digital and mobile marketing folks love from Geico and far be it from us to dispute the power of a virtual moustache.

Five Things You Might Have Missed

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

One is the loneliest number that you’ll ever do, so we’ve come up with five nifty stories from the world of social media, marketing and branding to keep you company.

1.) Picking up Chicks: Orange, the UK’s coolest tech and mobile company, ran an interactive campaign last week called Predict-a-Chick. In the good-natured guessing game, visitors to the site were encouraged to predict which numbered egg would hatch first or guess the heaviest chick. Winners got prizes, lovers of fuzzy cute things got to ooh and ahh and Orange scored some major traffic to its site. Well done!

2.) One Bad Apple: Thanks to i09 for pointing out these ridiculous Snow White apple snacks from Disney. Talk about a treat to avoid. Jeez. What’s next? Bambi burgers? Sleeping Beauty sewing kits? On the other hand, those could be a great snack for kids desperately in need of a nap.

3.) Bigotry, Made in the USA: In another “so glad I don’t have to do PR for that company” story, American Apparel made headlines for the big, fat settlement it awarded to a former employee who claimed his boss at the troubled clothing company called him the N-word. The man walked away with $345K — and American Apparel walked away with its tail between its legs. This is a listmaker to remind us our brand has to have integrity at all times or it will pay the price.

4.) Team Loyalty Goes Extreme: BandSports came up with the ultimate way for soccer lovers to express themselves: a parental control plug-in that blocks every team but your favorite. It’s a buzzworthy product complete with a snappy video explaining how it works.

5.) The Return of Big Red: If you’ve never had a Big Red soda, you’re missing out. The soft drink, which features a taste that falls somewhere between hummingbird feeder liquid and Mountain Dew dyed the color of cherry Kool-Aid, has a major cult following. And it finally joined the digital revolution this month with its first advertisement in 25 years! While the commercial is corny and perhaps wasn’t worth the wait, we applaud the brand for showing up to the viral party.

5 Things You Might Have Missed

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

From flying chipmunks to feisty cats, this week’s list of five things you might have missed is a regular menagerie! Enjoy — but don’t feed the animals.

1.) Hipmunk Soars: Without a doubt, Hipmunk was the most-talked-about site at SXSWi, but somehow got lost in the post-festival shuffle. This cute little chipmunk mascot and the travel search site he represents makes tops our list not just for being a great product with fantastic marketing but because Hipmunk is an amazing business model. Hipmunk founders and former Reddit owners put the emphasis on a simple and reliable system and on their users rather than showy CEO personalities and flashy tech innovations. In the Zuckerberg/Jobs era, Hipmunk is downright revolutionary.

2.) Beauty, Pores and All: Talk about revolutionary: Makeup Forever’s latest campaign is turning the cosmetic industry on its flawlessly Photoshopped head. The company has said no to the industry standard of retouched photographs of its models in favor of natural shots. Will this rebellious take on beauty sell a billion blushes? Who knows… but it’s already made headlines and created a PR flurry.

3.) The Cat’s Meow: This great blog at Social Media Penguin looks at the dominance of felines in social media. From Icanhazchezzburger to the new smash viral hit by Cravendale, kitties get posted billions of times on Facebook walls and tweeted about all day long. Marketers know that if they’re desperate for hits, stick a cat in it.

4.) The Truth In Lying: This series of Comviq ads via Creativity-Online hilariously depicts the little white lies we tell our friends while using the phone. Funny and truthful, lying has never been so smartly executed.

5.) Take Me Down to Social Media City: Men’s Health made the blogs this week as it came out with a list of the country’s top social media towns. The list makes our list because it is inspiring to see towns like Salt Lake, Denver and Atlanta embracing the social media and social media marketing. It’s further proof that social media isn’t just for the big city folk anymore.

Racing from Your Living Room? Amazing.

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

CBS’s Amazing Race is one of the rare reality shows that you can admit to loving without hanging your head in shame. What’s not to love about teams racing around the globe in hopes of winning big bucks? Now the network, along with longtime sponsor Travelocity, is giving average Joes the opportunity to play the Amazing Race from the comfort of their home computers… and the result is a cool online game that incorporates social media and technology without the bickering teammates.

CBS and Travelocity launched the Amazing Race Around the Worldwide Web on February 22 to coincide with the premiere of the newest season of the show. The contest serves as a type of Internet scavenger hunt where players are asked to complete tasks not unlike those seen on the show. Like the Amazing Race did in its first season, armchair travellers beginning their game in San Francisco completing tasks like finding Ghirardelli Square and the Golden Gate Bridge. Players earn points and can play against Facebook friends or add friends to their team. Trivia questions about travel and the Amazing Race are thrown down during the game to challenge reality TV superfans. This version of the race doesn’t promise a big cash payoff like the live-action version, but it does have a sweet prize of its own fans of the show are sure to love: Travelocity is giving away free hotel stays for a year to a lucky person who reaches the 40th level of the game.

Popular culture, specifically television, is currently experiencing a shot in the arm thanks to the interactive elements of social media. Sites like Get Glue play off the addictive qualities of television and the chatty nature of social media; by adding a gaming element to the brand interaction, CBS and the like are roping in the Farmville set as well. We’re always down for a good promotional game and have seen small companies playing along with their customers online lately, too. So, dear readers, we’ll turn it over to you: Have you held games/contests for your clients on social media? If so, what were the results? Tell us all about in comments section. Game on!

Can You Be A Top Brand?

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

numero_uno_cup

An interesting survey shows the top online brands and reveals what made them so. The three attributes the top 10 brands online share are:

  • Trustworthiness
  • Helpfulness
  • Relevance

From Google and Sony to Amazon and Apple, the top brands online are brands that have reputations as companies who are trustworthy, helpful, and relevant. Does that describe you?

It’s clear that online branding has become one of the most important aspects of business in the 21st century. Google has a lot to do with that. Being the top resource for many consumers searching for information about brands online, Google has done a stellar job of positioning its own brand. Naturally, we trust Google as a resource for developing our own.

Amazon has become synonymous in recent years with e-commerce. There is no other e-commerce company that is as trusted as Amazon. Ebay may be a close second, but it still trails even though it did make the top 10 list. It isn’t far behind.

The leading social network, of course, is Facebook, followed by MySpace.

If you’re building your brand online then there is something to learn from this list. And it isn’t that you should be a search engine, a social network, an e-commerce or auction site, or a computer technology company. Rather, the lesson to learn is that no matter what niche you are in, it is important to build trust, be helpful, and establish yourself as relevant to consumers within your niche. If you can’t achieve at least one of those three attributes then you likely won’t be a brand that consumers will come to rely on.

The old Zen vs., the new Zen

Follow Us

  • RSS Feed
  • Facebook
  • LinkedIn
  • Twitter
  • Google+

fri_6_26

I just read an insightful article titled “Zen and the art of online selling” that appeared in a recent MediaPost blog. The article states that in order to be seen as a leader, you must first have an intimate knowledge of your target audience. This means engaging with them and collecting their thoughts, concerns, likes, dislikes, etc. While this may come as a revelation to smaller businesses in the online business world, the idea of doing a deep dive with your target audience is not new. Traditional advertising agencies have employed strategic planners and researchers who’ve been probing people like ethnographers for decades. A good strategist can uncover golden nuggets of useful information that can give a marketer an edge or point of differentiation that they weren’t previously aware of. Using this edge to put a business ahead of the pack can turn a perception of leadership into a reality. While the above-mentioned article has some solid practical steps to get you started, may I suggest you get professional help if you’re serious about getting to know your audience. A strategic expert can help you most effectively engage your audience, gather data and then make sense of it and give you real suggestions to improve your business. Nobody knows your business better than you. Just keep in mind that someone else may be more qualified to tell you about your consumer.