BRAND X-AIMING FOR THE BARGAIN BIN

In many ways branding is as about generic a thing as one could imagine. It doesn’t matter what you conceive of you will be able to brand it given enough time and money. Often, it’s about being the first one there and hopefully simple longevity that puts your product in the language itself i.e. xeroxing a copy of something etc. Most brands don’t have the time and money to aim for longevity and consequently don’t exist for long or get relegated to the bargain bin so to speak. In my opinion the bargain bin is where you want to be, and you should brand accordingly.

For example, many luxury items such as Gucci, Louis Vuitton etc. are produced by subcontractors. For the first eight hours of the day seamstresses make Gucci bags, and then for the last couple of hours or on weekends, they make Brand X so to speak. They use the same materials, the same equipment, in the same facility usually made by the same person making the “luxury” item. These versions are then sold locally or exported to other countries. The only difference is that they do not have the 100000+ percent markup that the Gucci version does. On the one hand it shows the power of branding on the other hand it demonstrates the sometimes-hollow nature of it. These seamstresses did not somehow lose their skill sets over the course of eight hours the equipment did not cycle into “cheap” mode, it is for all purposes the same stuff.

In these days of increasing unemployment and austerity I recommend owning that Brand X space. There is no reason to sacrifice quality, safety and such. This is not a radically new idea, but I think its an idea whose time has come. And there is money to be made for the branders who get there first and carve out that niche. Niches are where every major company started so get to carving out your Brand X space and become the Apple of the bargain bin.

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Its not too late start building your personal brand

Whilst in the beginning of your career, building a personal brand might slip out of our conscious concentration because its lack of impact hasn’t consciously had any significant impact. The significance of personal brand goes unnoticed until it becomes a minor spot light to your conscious effort,in which you realize its benefits fast and the opportunities you missed when it was not a concious focus becomes evident.

Opportunity finds you

Creating online platforms to reflect the brand image you want others to precieve gets you more visibility. The more active you are with your online presence, the more easier it is for opportunities to find you. As for example if still in the beginning of your career, posting your work and building your online portfolio will show your talents and skills to whoever is looking for it, instead of you actively looking for opportunities in which your skills and talents are needed.

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Have real value to offer

However, personal brand and reputation will get you so far. The most important factor is to actually have value to offer others. To have something to show. As the article Why ‘Build Your Personal Brand’ Is The Worst Career Advice Ever points out, “a reputation is something you earn”, and you can influence it by doing good work and treating people well.

Building a personal brand does not  mean putting a concious effort on improving your activity on different social media online platforms. That is just the icing of the cake. What matters is to working on the skills that surround your career path. And to do that you must identify what it is that you can help others with.

“People who don’t actively work on their personal brands generally have excellent personal brands. ”

Darious Foroux

Finding your value

Identifying your personal brand and the path you want to take with is important to improve your brand awerness. Just posting content online without a clear structure will not benefit as much as putting a little more effort in brand content development. Using Kotlers brand equity model you can boildown the value you have and how to brand it. In a nusthell Kotlers brand equity model is used to;

-Understanding who your audience is whom your trying to target.

-Understand how your target audeince would precieve you

-Understand how will your target audeince judge and feel about your content.

-Understanding why would your audeince want to have a relationship with you

Building a personal brand is a ongoing task, which will make you more visible in your career, and to do so, you must  identiy and provide your value as well as have a good reputation regarding how you work and treat others. So if you haven’t started to work on your personal brand conciously, now is the time.

“Branding is what people say about you when you are not in the room”

Jeff Bezoz CEO of Amazon

 

 

Sources

https://www.entrepreneur.com/article/289278

https://www.mindtools.com/pages/article/keller-brand-equity-model.htm

https://www.forbes.com/sites/forbescoachescouncil/2018/02/27/10-practical-things-you-can-do-today-to-build-your-personal-brand/#4e818864e062

Keller, K. L., 2013. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th edition. Pearson Education Limited: Essex, England.

 

 

 

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Brand Building Through Influencers

Since marketing is constantly taking steps forward, companies need to create new things to keep up with. Rather than entirely relying on their traditional digital and social marketing strategies they need to be ready to make changes. In Forbes’s article Divya Parekh says, that people are no longer convinced by what your brand says about its products, instead, they form their own opinions through information they get from different online and offline platforms.

Influencer marketing has become a hot topic for marketers, probably because we are realizing how powerful it is, especially as an alternative to traditional advertising that can be expensive and inefficient, writes Gerardo A. Dadain Forbes. He continues, “more importantly, consumers don’t like to be advertised to and marketing messages have less credibility every day”.

I agree with both of them. Personally I have noticed, that I find it more pleasant to get to know about new products and to read about their experiences from different services for example about new restaurants.

The two important key points, when creating brand campaigns with influencers seem to be:

Reach– I’s not all about how many followers or likes the influencer gets, it’s more about how good it suits your company’s purposes. According to John Hall, 82% of people are more likely to follow a micro-influencer’s recommendation, which proves you don’t need to rely on huge mega-influencers. The key is engagement between the influencer and audience.It would be interesting to run a research about the same subject in Finland to see if there occur cultural differences.

Seek out the right influencers– Stay away from those influencers who will do or say anything if you pay them enough. Seek influencers that fit to your brand and can offer authentic and natural interaction. Influencers should be confident, and have an ability to explain messages clearly.

“Fanta Twist or Treat?”

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Isobar and Carat Finland planned successfully the “Fanta Twist or Treat?” campaign for Coca-Cola Finland in 2017 with influencers. The goal was to reach 13-19 years old audience and to place Fanta to be the number one drink of the autumn and Halloween. The strategy of the campaign was to combine relevant data and create a Halloween story. The main ideas behind the strategy were having fun, and giving voice to the audience.

The main characters of the story were two Finnish YouTube influencers. They managed to get the attention of the target audience and they got almost one million views on Instagramand 100 000 reactions in social media. Most importantly the 0,5 l Fanta bottle got huge increase in sales.

I’m sure that the marketing through influencers will increase, and it might get multiple new forms for example, new types of influencers. Influencer is already a new profession. Will we see the influencers as millionaires in the future?

Thank you for reading.

 

For more details

Parekh, Divya 2018. Influencer Marketing And The Important Role Your Business Plays In It. Forbes.

https://www.forbes.com/sites/forbescoachescouncil/2018/09/11/influencer-marketing-and-the-important-role-your-business-plays-in-it/#1a65455274de

Dada, A. Gerardo 2017. What is Influencer Marketing And How Can Marketers Use it Effectively? Forbes.

https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/14/what-is-influencer-marketing-and-how-can-marketers-use-it-effectively/#5cf5466323d1

Hall, John 2016. 8 Influencer Marketing Trends That Will Lead You To Success. Forbes.

https://www.forbes.com/sites/johnhall/2016/10/16/8-influencer-marketing-trends-that-will-lead-you-to-success/#55a028fb7608

Grand One 2017. http://2017.grandone.fi/tyo/fanta-twist-or-treat.

Isobar 2017. http://www.kampanjat.fi/competition/2017/campaign/fantatwistortreat/

Picture http://www.kampanjat.fi/competition/2017/campaign/fantatwistortreat/

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Adding value to your personal brand: 4 building blocks of any successful brand

With the rise of the Information Age, a paradox of individualism and collectivism have coincided exponentially to unseen heights and it only remains to grow due to globalisation. Social media and marketing campaigns are sought to not only help companies in their endeavours, whether it be market expansion or adding value, but also spread that same assistance to people. With that in mind, is it possible to view yourself as a company?

Can the same value that is added to a company, be added to me?

Of course! Looking at oneself can be the same as diving into the perceptual mind of a company – realising one’s niche, knowing the mission objective, and building a reputation based on marketing strategies and purposeful decisions. But, here’s the difference, a company’s corporate brand should not shift so easily, like foundations it is built on, the company brand cements reliability in order to keep their sustainable competitive advantage; however, personal branding is quite flexible, adaptive to fit desired offerings, and solely reliable on who you are, what you are, & what you decide to do with yourself.

Image result for personal brand

Personal branding is constant with the decisions you make, whether you are aware of it or not, and it is the only way to showcase yourself in this modern age. Living as a needle in the haystack of society may cause difficulty to shine and rise above the rest, but following K.L Keller’s brand equity model may be helpful in standing out and bring value to your own personal brand.

WHO ARE YOU?

An important question for all of us, trying to acknowledge one’s identity and linking those talents and special qualities that make you, you. Identifying oneself is an essential factor in building your personal brand, laying down the bricks that will present a certain presence, gauge a certain niche and target market.

whoareyou

Photo credit: whoareyouUK

Are you a fun, out-going character that brings the best in everyone? Do you resemble virtue, charm, or adventure? A seemingly ambient question can lead to a life-long sense of jubilance when all you need now is a few minutes to think of who you are.

WHAT ARE YOU?

The connections that you commit between who you are and the people you attract – your target market. Layered above who you are, what you are is divided between your performance and imagery. Performance measures of style and your main objective that ties with yourself. Strengthening your personal brand means that you are the product and your actions are services. Imagery carries your experience along with your brand that meets the customer needs. The imagery behind meaning that can be strengthened can be viewed through social media platforms such as: LinkedIn, Facebook, Instagram, etc…

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photo credit: johnmathew

Utilising social media platforms and staying consistent with your profiles are great ways expand one’s horizon and add value.

WHAT ABOUT YOU?

With working towards building or strengthening your personal brand, a key factor realising what works and what does not work is forming some sort of analysis – a response to these judgements and feelings that are given. These judgements towards your professional life and/or personal life present your strengths and weaknesses with these 3 factors are in union of how people may feel about you.

  1. Quality
  2. Credibility
  3. Consideration

With a strong enough personal brand, anyone can do an online search and see that you have a strong sense in mind whom is very credible and great to work with.

“… personal brand is so strong that a total stranger can quickly (and reliably) conclude that you are a person of credibility. This means the message you spread about yourself and your brand is consistent with the message that others are spreading about you.” M. Dodaro, CEO

WHAT ABOUT YOU AND ME?

Entice brand loyalty with stronger bonds, consistency in all aspects, and have every chess move made purposefully. These will create strong relationships between you and your brand with the customers who vary from employers, colleagues, etc… Staying active and repeating these steps will add value and evidently bring more brand equity to your own personal brand.

 

If you follow the building blocks of brand equity – adding value to your personal brand will be a cinch! In today’s world, companies and people are constantly increasing their brand equity, so how would you add value to your personal brand?

How do you define value and add onto to your personal brand? Please, let me know your thoughts in the comments below.

 

Thank you!

 

 

Sources:

Quotations

M. Dodaro, [online] The Evolution of Personal Branding (& Why It’s Relevant)

Available at: <https://topdogsocialmedia.com/personal-branding-evolution/&gt;

Accessed on: 29 September 2018

Pictures:

http://www.tamicannizzaro.com/ethics-and-your-personal-brand-its-just-common-sense/

https://www.gudstory.com/why-brands-prefer-instagram-over-any-other-social-media-platforms/

http://faculty.tuck.dartmouth.edu/kevin-lane-keller/

twitter.com/whoareyouuk

 

Posted in Attitudes, Branding in social media, Customer chat, Generation Z, Learning, Perception, Target marketing, Values | 4 Comments

Bodyform shows “blood”

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In the world of massive competition, marketers often shall take some extra risk in order to be noticed.  Thousands of professionals make bold moves supporting their brand values. They track new social trends and build controversial campaigns bringing attention to their product from all over the world. In the time of body positivity, self-acceptance and diversity, companies associate their brands with these values.

Bodyform was the first company in Great Britain that showed women’s pads in a TV commercial with red spots, but not with the traditional blue ones. The company conducted a survey with 10 000 participants and found that over 30% of respondents taboo a thought of periods, 90% of women hide their bleeding and 74% of women would prefer to see more honest presentation of periods in advertisements and media.

As per Campaign, Bodiform and Libresse ran a global campaign called “Blood normal”, airing a spot on TV, Youtube, Facebook, Instagram, Snapchat and programmatic. A 20-second film demonstrates a man buying sanitary pads in the shop, a lady taking shower with drops of blood on her thighs followed by a tagline: “Periods are normal. Showing them should be too”.

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Bodyform states that they have attempted to break stigma around periods and it can be done only through positive presentation of periods in real daily life honestly and openly.

The campaign had a very positive response in social media:

Pretty impressed by the new #periodsarenormal @bodyform advert. First time I’ve seen actual red liquid poured on a pad in an advert!

YESSSS a marketing campaign that I think may finally change stereotypes of happy, white trouser wearing, yoghurt eating women on their periods. Thank you @bodyform

And what do we see here from branding perspective? Simple actual product as sanitary pads, performing as a strong brand attempts to influence the culture, break the taboo and educate young people. The target audience of Bodyform (Libresse) is young women all over the world, thus brand promotes understanding, acceptance, safety, “normality” for young women who face rejection, moreover, even stigma by society in their feminine life regardless of their nationality, country of living and educational level.  However, taboo is taboo and the campaign met some protest in social media, which brought lots arguments between users. Thus, the brand got more attention, raised brand awareness and anticipated brand loyalty.

Nonetheless, rightfully a few questions pop up  – do brands have an ethical right to affect the culture intentionally for its own benefit? Will a campaign  be useful for young generations? Will there be a positive impact for the society overall? Or we can see the attempt to be “on hype” and disrespect to the existing cultures? Where is the thin line between beneficial for both: the company/brand and the people, and the abuse of cultures and cultural differences?

 

Please watch the video and share your thoughts:

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Sources:

BBC News. 2018. BBC News Russia. [ONLINE] Available at: https://www.bbc.com/russian/news-41675999. [Accessed 29 September 2018].

Bodyform – Home | Facebook. 2018. Bodyform – Home | Facebook. [ONLINE] Available at: https://www.facebook.com/Bodyform/. [Accessed 29 September 2018].

Keller, K. L., 2013. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th edition. Pearson Education Limited: Essex, England. Chapter 4.

This taboo-breaking Bodyform and Libresse ad shows real period blood for the first time. 2018. This taboo-breaking Bodyform and Libresse ad shows real period blood for the first time. [ONLINE] Available at: https://www.campaignlive.co.uk/article/taboo-breaking-bodyform-libresse-ad-shows-real-period-blood-first-time/1447596. [Accessed 30 September 2018].

The Independent. 2018. Sanitary towel advert becomes first to show red ‘blood’ | The Independent. [ONLINE] Available at: https://www.independent.co.uk/life-style/period-blood-advert-first-feminine-care-bodyform-menstruation-normal-a8004336.html. [Accessed 30 September 2018].

Posted in Attitudes, Branding in social media, Culture, Values | Tagged , , , , , , | 11 Comments