Branding is most typically associated with marketing elements like names, trademarks and logos. But, a brand is actually defined by a combination of factors. Like an iceberg, only a small piece breaks the surface. Signs and symbols are indeed only part of the definition.
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Considered to be the world’s third-most populous nation, the Facebook population of 633 million users is increasingly being seen by businesses as a potentially lucrative platform for pushing their products. However, the lack of good content, let alone a credible content strategy, has been cited as one of the leading causes some brands have failed to move mountains on Facebook.
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Purple Swarms”, a company that promotes group buying uses the word “swarms” in its brand name to indicate groups. Had the company used the word “groups” instead of swarms it would have failed to strike a chord with people simply because groups would be more run of the mill.
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Brands have to engage with their audience when they want to be engaged, using a variety of communication tools, depending on their preferences. It used to be that companies would interrupt and mass email their consumers, but now consumers demand more. Using tools, such as Facebook and Twitter, entrepreneurs can connect in the moment and build a loyal fan base, as well as listen to feedback published in real-time by their audience. David Meerman Scott surveyed the Fortune 100 companies and found that only 30% had responded to him in real-time, and then concluded that companies that engage in real-time have higher stock prices.
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You don’t have to be a national/global player to create an enduring brand. Your own town/city has its very own local brands in just about everything so what are you waiting for? Get your own “identity” and stand out in the “crowd”.
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Personal branding. The term was used so much last year that it’s almost become cliché, yet you can bet it’s only going to become more ubiquitous in 2011. But what does personal branding mean, exactly? And how can job seekers use it to their advantage? U.S. News spoke with Dan Schawbel, managing partner of Millennial Branding, a personal branding company, and author of Me 2.0: 4 Steps to Building Your Future about steps job seekers can take to build a quality presence online. Excerpts:
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Tapping the vast audience of the social Web is a low-cost way to catapult a small-business brand onto the global arena. Building your brand using social media allows you to develop new (and strengthen existing) relationships, which often leads to everything from brand awareness, loyalty and word-of-mouth marketing.
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I met a banker this week with the first name Carnarri (pronounced Canary – as in the bird). My first conversation with Carnarri was over the phone. I had all sorts of images of this banker. I never met a Carnarri before. Would he be tall and blond like Sesame Street’s Big Bird? With a profession as a banker (who I believe should be somewhat reserved and conservative), why didn’t he use his middle name? Could a banker with such a name be proficient in finances?
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When you think about Stephen Harper, do you also think “taxes”?
When you consider Michael Ignatieff, does the word “corruption” spring to mind?
How about Jack Layton — “in touch”? Me, neither.
None of those words apply to any of those political leaders. The Conservative leader is associated with taxes? The Grit boss — who has never held power — is somehow corrupt? The Dippers are “in touch” — with what, exactly? Sheesh.
But, according to Abacus Data, those are just some of the words Canadians associate with Harper, Ignatieff and Layton.
A national poll Abacus did in early December asked nearly 1,400 respondents the following: “When you think about the [political party], what three things first come to mind?”
You’ll be surprised by what they found. I was. If Harper has a “brand,” it sure ain’t taxes. Ditto Ignatieff — he may be branded with lots of words, but “corruption” isn’t among them.
Now, brand analysis — that is, the identity of a product or company, represented by a logo or slogan — is nothing new in politics. Long ago, some cynic likened selling politicians to the way in which we hawk soap, so there have always been those who believe that politicians have a “brand.”
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Whether it be the Haiti Presidential second round election (expected on Jan. 16); the Peruvian Parliamentary and Presidential ballots (in April); or the Argentinian presidential election (in October), the precise outcome of several key ballots in the Americas in 2011 is uncertain.
What is far more sure, however, is that foreign political consultants will be working behind the scenes in many (if not most) of these countries trying to steer candidates to success.
Indeed, it is estimated that U.S. political consultants, alone, have already worked in more than half of the countries in the world. In 2011, that tally will only grow as globe-trotting U.S. firms reach out to more and more uncharted international territory following their widespread employment in last November’s U.S. midterm congressional elections.
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