This and that on branding/social media: My sense on the use of social media for establishing your brand is that it's no different than the use of any other medium. The two aspects of branding: positive perception and familiarity should follow the same patterns as anywhere else. Obviously the more you can be visible, memorable and create positive emotional associations in people connected to your brand/company, the better things will be. Stay visible. Stay positive with your messages.
Local Vs. Non-Local Branding: It's a fair bet that the best uses of social media for business will involve mobile devices, and local connections, perhaps connected to location based systems like Foursquare. Most in person commerce is done locally, where the customer and business are in relatively close proximity, so you probably should focus any branding efforts locally, and make sure what you do is compatable with mobile devices -- smartphones, Ipods, Ipads, etc.
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Top : Branding and Brand Development: Is social media the way to go to develop your brand? That's the topic.
Articles:Social Media's Role in Branding - by naBefore social media, branding was the buzzword of the marketing and advertising industry. Like social media today many in the biz were familiar with the term branding but really didn't get what it was really all about. As a result a lot of noise has been made about branding which focuses upon the choice of colors, logo or other visual elements used in marketing. But branding is so much more than just the visual packaging of your business or even your business name. While the name and the visual elements are a way to quickly communicate the core or DNA of your business to consumers who don%'t know you yet your true BRAND is built through interaction with your customers. (Added: 30-Nov-2010 Hits: 118 ) Is Social Media Branding Effective? - by na Brands are seemingly stepping up their social media marketing, particularly on Facebook, and whilst increasing brand awareness is never a bad move, is there any real point to creating fan groups via social media? By looking at the two big hitters in social marketing Facebook and Twitter we can discuss their relevancy in online marketing at present. Facebook users may well become fans' of a certain product for different rationales, one of the main factors will be for nostalgic reasons, yet this will mainly be for famous brands such as Coca-Cola, Adidas, Pringles, Gillette etc global brands that do not need to target brand awareness. According to research undertaken by socialnetworkmarketinguk.com (SNM Report) during 2008 only 12 per cent of Facebook users became a fan of a brand, and while this may well have increased in 2009 it would suggest that such an inferior statistic bares little when you consider that all it takes is a simple click to add a brand and for what? To increase popularity like an attention craving teenager? (Added: 30-Nov-2010 Hits: 112 ) Branding and Social Media - by Laura Savard and Mark Gallagher An overwhelming number of social media experts" are calling for companies to surrender control of their brands to a social media empowered public. Even Forrester Research went as far as to suggest that the day of the "brand manager" is dead, calling for a complete overhaul of marketing, in which brand managers are replaced by "brand advocates." Consumers and companies have always co-owned their brands. Remove either the company or the consumers from the equation and the brand ceases to exist. Brand managers simply manage the relationship, by managing expectations. So, what's changed? (Added: 30-Nov-2010 Hits: 71 ) Brand Revitilization (Special Merit) - by Black Coffee When a brand begins to lose its market share, its parent company is faced with the difficult decision of harvesting the brand or revitalizing it before it fades from store shelves and consumers' minds. It's often more effective to breathe new life into a failing brand than to harvest its value, sell it off, or launch a new brand from scratch. The key to resurrecting these heritage brands lies in the untapped value locked within their histories. What made these brands great years ago was often based on their functional, rational benefit. Today, if a heritage brand is to remain relevant it must express emotional benefits. These nine brand drivers: Story, Authenticity, Ritual, Icons, Community, Specialization, Lore, Language, and Rivalry are each keys to unlocking the value trapped within your heritage brand. (Added: 30-Nov-2010 Hits: 126 ) Brand Building in a Recession - by Black Coffee Economic slowdown, recession, depression, call it what you will. A bad economy affects everyone. When times are tight, the bottom line is dictated by the sense of value consumers place in your brand, or more precisely, how much they are willing to pay for that value. Both the value perceived by consumers and actual shareholder value are strongly influenced by brand. Brand can drive growth in an up market or protect the company's value in a down market. One of the most important, but often overlooked aspects of a recession is the insecurity consumers experience. As consumers feel the pinch, they begin to search for change. Companies need to focus on actions that take advantage of the opportunities that change brings. Branding in a recession is all about investing in consumer retention and attraction. (Added: 30-Nov-2010 Hits: 70 ) 4 Ways to Measure Social Media and Its Impact on Your Brand | Social Media Examiner - by Nichole Kelly usiness? Want to find out how Twitter, Facebook and other sites are impacting your brand awareness? The good news is social media has finally made it to the grand stage of "accountability." A place where there are lots of people who want to measure it. The bad news is there isn't a single clear-cut answer. (Added: 30-Nov-2010 Hits: 259 ) Creating a Brand Name (Article of Special Merit) - by Black Coffee Your brand name is one of the most powerful brand signals that you can own. However, many people make the mistake of trying to articulate their brand before they have fully defined it, often choosing a name without considering differentiation, longevity, phonetics and trademark-ability. Your brand name is more than just a word. While the brand name is not the brand itself, it is a core signal that consumers directly equate to the brand. The name provides tangibility to an otherwise intangible concept by allowing your audience to identify and differentiate your brand from others by capturing and communicating your brand's promise. Unless you know what you're trying to communicate, you may end up mixing your signals. (Added: 30-Nov-2010 Hits: 100 ) Brand Orientation: A Mindset for Building Brands into Strategic Resources - Journal of Marketing Management - by Mats Urde Learning to see intangible values and symbols as resources is the necessary step in brand orientation. At certain companies, this can mean a step into a new reality - brand reality. A new way of approaching brands within companies. This is the heart of the discussion that will be pursued in this article. In the research field that deals with strategic brand management, considerable steps forward have been taken through the development of such concepts as brand equity and brand identity. (Added: 8-Oct-2010 Hits: 126 )
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