Nowadays we are in a 2.0 environment in which all marketing strategies go through your network. Branding or creating a brand image is essential for all types of companies and social networks are a good ally for the projection. Naming, corporate identity, positioning, brand loyalty and brand architecture are necessary.
Currently it is not enough to resort to traditional media such as radio, television and print media To position a brand it a must evolve and move to the Internet platform and tools that we offer as blogs, photoblogs, microblogs, social networks… in general, any platform that allows users to share information. The various digital and social web platforms give new ways to develop their brand image and presence, without the need to invest large amounts of capital in addition to the possibility of involving the audience in the process.
In 2010 came the boom of social networks in the world and the most innovative companies included these media in their marketing mix strategies, 8 out of 10 companies used social networks for branding. Then small and medium enterprises began their journey in these networks.
The entry of entrepreneurs and business involved in forming an interest in the sale reach very directly, reducing intermediate strategies (branding, innovation, loyalty, online reputation, etc..). But the truth is that today, social networks remain an elusive land for pure and simple sales. Big brands are betting on the branding, and small and medium enterprises that succeed are those that also follow this path.
Brands are symbols. So must have values and associated features, but must transmit a complex shape. Simplifying the brand and make it too understandable or manufactured can be a problem.
Users rebuild the brand on social networks with their comments, reviews and sharing content. Over time companies are more aware of the opportunity and they create open content, thus seeking an interaction in which the user brings his vision and helps to build that image.
An example is this publication of “Mahou” in Facebook in which users are invited to create a headline that appears in the picture. In one hour, it generated hundreds of positive interactions with the brand.
Even the situations in which users are asked to upload pictures, create such situations where the brand is reconstructed through participation, and in the same process also creates its identity.
Do you know any other strategy of branding? What do you think would be the most important element in the process of creating a brand?