5 Brand Tips for 2008
As we enter 2008, the values of brand building will always stay the same - consistent delivery of those brand values to your community.
However, as we enter 2008 the transparency and visibility of your brand makes you accountable to a global audience. Here are 5 tips for brands in 2008
B = Bravery - for me social media is about being brave. Be open to feedback, be open to a few mistakes, be open to allowing access for your employees, be clear that control over the conversation was never possible - only being part of the conversation.
R = Realistic. Forget measurement to begin with! Know that sounds alien but I believe you have to get out there first, then use trial and error...anything new will look bad measurement wise...see measurement as a medium term assessment tool not short term. Find your feet then start to measure.
A = Assortment. The generational differences mean that you need an assortment of ways to reach your audience. Understand where your consumers and potential customers are, and reach out in with the appropriate tools for them NOT you. Consumers need variety, both in communication methods and message. Remember, with all the tools, it is the RSS that is key to consumer loyalty and engagement.
N = Newness is incredibly important. People have so much choice that if you don't constantly surprise them, someone else will. Newness combined with that feeling of personalization, is a powerful attractor for consumers. Remember the community will collaborate to create the newness or the ideas for the future...collaborate to keep the ideas relevant and fresh. Gone are the days when you had to come up with all the ideas!
D = Don't think that marketing has changed, it hasn't. It is about connecting with people who would be suited to your products/services and building trust over time. Word of mouth has been there since the old market days. The only difference relates to the tools available. So educate your teams on what is now available, education reduces fear of the unknown. No need to fear new marketing, more be excited by the new tools available to the company.
