I ran across a meme on Linked In last week that simply said this:
“A brand is no longer what we tell the consumer it is. It’s what the consumers tell each other it is”
And everyone said, AMEN!
In all of my blog posts I try to give you a little bit of background on me and my life. I am a child of the 80’s, without question. I had a Dorothy Hamill haircut and later on something akin to Jon Bon Jovi in his early videos. I wore Forenza cable knit sweaters from The Limited. In the 5th grade I had two pairs of Jelly shoes. I have never been a blue jeans person, but my brother mowed a ton of lawns to buy those with the Guess triangle on the bum. We were not obsessed with the brand names really, but somehow I think the kids of the 80s were the first generation to be hit in the head with marketers telling us what was going to make us cuter, smarter and more popular.
The 80’s also set in motion some of the biggest marketing and branding case studies in history. From the New Coke disaster, to Apple computers coming on the scene, to Super Bowl Ads becoming big business the era of “Greed is Good” went wild with marketing. All of us can see the swishy checkmark emblem and know we are looking at a Nike product, the cursive writing on a can of Coca Cola is engrained in our brain and that horse and rider on the pocket of a golf shirt lets us know a preppy person is in our midst.
So in 2015, what has changed? In some ways nothing and in other ways everything. Yes, the corporate identity or logo of a company has to be striking and get attention. It has to set you apart from your competition in some way. It needs to shout to people, visually, that if you buy me you are going to be more cool amongst your peers and you are getting something more valuable for your money than a product without name recognition. But getting close to 40 years after the dawn of the Reagan era, a brand also has to stand the test of social media and word of mouth that is faster and more cut throat than in any time in history. In 2015 a brand is not just an attractive visual symbol, it is also what you are to your consumer base and what they say about you on social media. The marketing machine is no longer guys in suits telling us what we need in our lives, it is now a network of everyday people from mom bloggers to our neighbors telling us in real terms why a brand makes their life better and sometimes worse. Marketing is no longer always aspirational, it is now appealing to the consumer in everyday terms. The game is no longer just price or quality, but also value and superior customer service and experience.
So, how is your small business appealing to your customer base and making sure they are telling their friends and family about your brand? Do you truly understand all aspects of your target market and how to reach them through social media and beyond? Do you even completely understand what you want your brand to be and how to achieve that? If any of these questions lead you to scratch your head and ask yourself more questions, please give me a call and let’s get your customers talking about why everyone should be doing business with you!