Social Communities Offer Brand Building Opportunities

Established social communities like Facebook, YouTube and Twitter, are becoming an increasingly popular hang-out, for consumers, businesses and brands. The introduction of Internet marketing and the speedy adoption of social media, has created an excellent opportunity for companies to communicate with consumers; and build their brand online.

Developing a company Facebook page for example, has become common practice and practically a necessity, for most businesses and brands. In a recent discussion with Ramadama Dingdong, the brand manager cautioned business owners that "Meeting and engaging motivated consumers, and even other brands, in large social communities like Facebook, Twitter or YouTube; is not an opportunity that should be missed." He continued to say that "Businesses that take their time to participate in the conversation around them, and make a meaningful contribution to the community, will be pleasantly surprised by the number of consumers who will approach; eager to learn more about their business and brand."

Regardless of whether you are using Facebook, YouTube and/or Twitter to build your brand, if the proper Internet marketing strategies are applied to an ongoing brand building campaign, you can effectively increase your marketplace exposure, generate consumer awareness and improve brand recognition. Furthermore, the relationships that you forge through this approach to social media marketing and brand management, are often long-term, deeply meaningful and highly supportive.

Take Your Social Media Marketing Personally

An open and pro-active approach to social media marketing, encourages businesses and brands to connect with their friends, followers and fans, by promoting a two way conversation; that inspires consumer participation. If businesses take this personalized approach to brand building with their social media resources, it will encourage deeper customer relationships, and promote long-lasting brand loyalty; and continued company support.

By personalizing your social media interactions with a genuinely human touch, it will provide an opportunity to build a brand, with the support of trusting and loyal consumers, who have confidence in your business. However, to be successful at this approach, businesses must consistently generate rich and meaningful content, that is written in first person; and uses a steady and conversational tone. Furthermore, particpants should use their proper name, and display appropriate photos so that other community members can closely relate, and become less apprehensive about building open relationships; with social media administrators.

If you inspire a personal, open and direct conversation with active Internet consumers, the information that is shared between you and the audience, will flow naturally into their network of family, peers and community. This unintrusive method of promotion, encourages the highly desirable viral benefits, of word of mouse marketing. In fact, each time a fan or follower comments on your Facebook page or status update, their interaction is shared with (an average of) one hundred and thirty; of their friends. This action increases positive business exposure to potential clients, and promotes brand reinforcement for existing customers.

YMCA Adopts New Brand Strategy- Branding Y

For the first time in nearly half a century (43 years), YMCA of the USA is adopting a new branding strategy; which includes a change from the traditional logo as well.From now on, the more than 2600 YMCAs in the United States; will consistently be branded as “the Y.”

Earlier research performed by the YMCA, provided disturbing and eye-opening results. "Nearly 100 percent of Americans recognized the YMCA name, but very few understood what it stood for."

The Y's new marketing/branding strategy, is designed to increase awareness and understanding of the impact; the organization makes in their communities. As well, the organization intends to offer more programs/services, to more people; in the following three (3) areas: Youth Development, Healthy Living and Social Responsibility.

The new branding strategy, will simplify how the Y is able to communicate the programs and services; they continue to offer clients. The organization's new message is focused and clear: Every program/service offered by the Y, is designed to nurture the potential of children/teens, improve health and well-being, and motivate people to support their neighbors; and their community.

How and Why Kellogg's Built Brand Classics

In recessionary times, when financial markets, governments agencies and major institutions are unable to deliver the “feel-good” products/services that consumers demand; shoppers will (most often) turn to more promising sources of strength and assurances. When times are tough, consumers will consistently select the brands and branding, that transports them back to the “good old days”; with the promise of a secure and familiar experience. In many cases, consumer satisfaction is derived from a form of entertainment, clothing, food or automobile.

Typically, consumers believe that days from the past; are/were somehow better. Even people too young to remember, will entertain feelings of fondness for places and products, that inspire the feelings of happiness; from the “good old days.” When there seems to be no reprieve from their daily miseries, people will reminisce about the things that have represented stability and integrity; in their life. They become nostalgic for the simple and genuine articles, that they perceive as classic and authentic. So, when the going gets tough, the toughest brands turn to the past; to help consumers feel better about the present.

Consider for a moment, some of the brand building strategies that Kellogg has implemented, in the marketing some of their more popular products; to consumers. For example, the Cornflakes advertisement, promotes that it has been considered "The Original and Best" since 1906. To further reinforce the classic/traditional message, Kellogg's has utilized vintage Normal Rockwell pictures, to remind consumers of how traditional; Cornflakes really are. As well, the company's Rice Krispies Treats are also represented in print, television and websites, in such a way that it consistently reminds consumers; that "this classic delicious snack has been making memories for kids and parents alike for generations." You can see how this ad is not at all elusive or illusionary. It focuses on Family and Tradition. Two things that strongly influence a consumer's memories of the “good old days.”

Successful Internet Marketing and digital PR firms have realized and accepted, that the past is making a comeback in brands; and in branding strategies. The most resilient brand names have put forth the effort, to ensure that their products/services can be revived as classics; for many years to come. The companies that are the most successful at this approach, will closely associate their brands with positive feelings and experiences, and encourage future recollection of these memories; when times get tough.

My Memo (Back) to GM: Reconsider Your Chevy Branding Position

Recently, GM executives sent a memo to their employees, instructing them to stop referring to the company’s most famous product as a “Chevy”; when making mention to dealers, family and friends. With this move, it would seem that the company (GM) is making an aggressive effort to disassociate itself with a brand, that has become one of the most recognized names on the planet; and an icon of popular culture.

Consider for a moment: How many companies have earned enough consumer devotion to a product, that customers have generated an affectionate "pet name" for it? Coke, Bud...Chevy? This has been the positive end result, for some of the most recognized brands in the world (like Coca-Cola or Apple), who have repeatedly demonstrated consistency in their branding strategies; year after year.

I am certain that the GM executives are aware, that in an effort to encourage sales and promote consumer awareness/loyalty in the past, their branding strategies have made a promise to Chevy customers. As a result, this promise is heavily reflected in the Chevy car or truck buyer's immediate and future expectations of the company, product and brand. Not only have consumers selected the popular Chevy brand because it meets their basic needs, but also because the brand has promised a certain quality or style; that they have grown to rely upon. And, when a recession hits and the competition for diminished auto sales increases, the details that seem insignificant to GM, may suddenly become increasingly important; and heavily influence the Chevy consumer's consideration/purchasing process. Perhaps, it will be enough to entice more Chevy customers to address the question: "Have you driven a Ford lately?"

For a company that only a year ago had to be bailed out of bankruptcy by U.S. taxpayers, and is still predominately owned by the federal government, GM should seriously reconsider their decision to omit the popular nickname (Chevy); that clearly embodies half the appeal of their flagship brand (Chevrolet).