A successful business or organization owes much of its accomplishments to good branding. Brands are how people find out about services. One may have a great organization, but without a strong brand and clean reputation, the organization will never be seen. What are some ways brands can be used to promote a product or organization?
By definition, a brand is used to “evoke…a certain personality, presence, and product or service performance.” A Business Insider article instructs that the meaning behind a brand must “fulfill a specific unmet need in a well-defined target audience, AND be perceived as special and valuable.” These two sources stress the importance of not only establishing what you want your brand to be, but to prove to the audience the importance of your brand and how it is relevant to them. Unique brands that take time to reach out to customers are working toward establishing trustworthiness.
One of the most important factors for companies to add value to their brands is to develop a strong social media presence. As I have previously mentioned, avoiding where technology is harmful. The more digital, mobile, and social the world is becoming, the more important it is for brands to adapt to these platforms. Individuals will avoid waiting in line for customer service, or dialing multiple extensions for help if they can. Social media has made brands seem that much closer to customers. The concept of i-Branding features four pillars that all companies should keep in mind:
- Understanding the Customer
- Marketing Communications
PRNewser posted an article titled “10 Brands That Do Customer Service Right on Twitter.” Each brand mentioned in the article provides examples of responding to customer complaints, questions, and compliments on Twitter. These brands have succeeded in using the four pillars of i-Branding. The fact that someone from any part of the world can communicate with a brand is amazing. Brands that actively participate in conversations with customers show that they really do care what the customer thinks of them, and will work to fix any problems that arise. In 2013, @XboxSupport claimed to hold the “Guinness World Record for ‘most responsive Twitter feed’” and account holders reply to tweets from customers every minute.
A company’s brand can also use Twitter to promote their new product in a humorous way. The key to these brands having successful Twitter accounts is that they are creating personable and unique characters that relate to customers. People love positive energy, so bringing a brand to life with an enthusiastic personality is great for promotions.
Sometimes a little bit goes a long way on Twitter. Tim Leberecht mentions that a brand is what people are saying about you when you are not in the room. He continues by stating the importance of simply helping customers and employees to establish a positive reputation. For example, someone was having a bad day and venting on Twitter, and a flower company offered to send that person a free bouquet. Imagine how that person must have felt, and how positive that person’s perception of that company is now! Even if a company cannot offer a concrete product, a simply acknowledgment will suffice. One humorous example is my friend tweeting at the official account for Moe’s Southwest Grill. She tweeted that the Moe’s she went into did not give her the traditional “Welcome to Moe’s!” greeting as she entered the store. Shortly after she tweeted, they replied a personal apology on behalf of that store. She laughed at how serious Moe’s takes their welcome greeting and retweeted it so all of her followers could see the reply. Brands like those of fast food places benefit from reaching out to their customers because it is not always expected, but can be enjoyable.
The Shorty Awards honor the best brands on social media. The 2014 Shorty Award for Best Brand on Twitter is American Express. Reasons for this win ranged from business propositions to personal connections with their customers and followers. Not only did American Express offer specialty prices for those who connected their cards with hashtags, they also hosted a Twitter party for its 163rd birthday. This party showed personalized birthday images from users who wished them a happy birthday. American Express successfully used Twitter to promote new ideas, and establish a strong sense of community with its users. American Express clearly used the four pillars I previously mentioned: they understand customers want convenience and rewards when shopping, they advertise promotions on Twitter, they interact with customers in celebration of a birthday party, and their content is both informing and engaging. The Shorty Awards feature many more nominees of brands that are excelling on social media. It is worth it to take a look and take note of their success!
There is clear evidence how social media helps promote brands, but establishing a social media presence can be difficult. The American Red Cross uses social media to engage in customer relationships and recruit young volunteers. Social media strengthened their relationship with customers and kept them informed by posting information on upcoming events. It clearly improved its brand by being able to reach all of its customers through its Twitter and Facebook pages. However, they reported the struggle with limited time and staff available for keeping up with their pages. A Midwest participant said their region struggles with keeping social media a priority because of lack of staff. Other participants say they simply forget about bookmarked pages.
My recommendation for companies that are trying to establish their brand on social media is to reach out to young volunteers. Most college Communication programs require students to complete an internship. A company would truly benefit from offering a position such as a social media intern because they would be hiring someone who has studied current trends and will work for school credit. Free work along with ideas from someone who knows the best strategies sounds like a win-win for any company. Furthermore, there are recent graduates who are looking work to help them gain experience. These graduates will most likely be interested in an internship so they showcase their talents. A company can hire an intern and if there are clear benefits from the intern’s work, then the company may find value in offering the intern a full time position. Internships prevent staff from being spread too thin and offer learning opportunities for both students and employers.
Branding and digital advertising go hand in hand today. To show that your brand has personality and value, you must promote it in a way to reach the highest volume of customers. Businesses should make their brands accessible on social media and show customers they are reading and willing to provide the best products and services.