Is the social media explosion a “big bang” that’s creating a whole new brand communications paradigm, or is it part of an ongoing evolution where focused brand-building principles are not only still relevant, but more important than ever?
by Brandon Comstock
The more things change…
Social media is indeed changing the ways though which brands can be built and expressed––and how they connect with, and influence, key constituencies. But successful brands have always been––and will continue to be––the ones that are understood and valued by their constituents, deliver on their promise, are differentiated in the competitive landscape, and are enthusiastically recommended by engaged brand advocates. No sea change here.
What’s evolving is the nature of brand discourse––from predominately one-way, out-bound organization-to-constituent monologues, to two- and three-way conversations among your organization and constituents, the latter often talking to each other beyond your hearing. This has significant implications around how your advocates proselytize, where you put your brand communication resources, and how you build trust and relationships.
Put simply, social media is transforming the web into a predominately social experience. The distinct profiles we manage across the social mediasphere––via Twitter, LinkedIn, Facebook, and the like––are becoming more and more portable––meaning “buyers” of all stripes can carry them around whether they’re searching for a new stereo, looking for something to do on a Friday night, evaluating whether to invest their philanthropic dollars with you, or checking out graduate schools. Portable identities represent a paradigm shift of power, as people will increasingly be able to tap in to trusted networks wherever and whenever they “shop.”
In other words, successful brands of the future will require engaged corps of enthusiastic brand advocates, same as it ever was, but in addition to sporting “portable billboards” like a logo on a shirt or shopping bag––and beyond telling a friend over a drink how great a product or experience is––brand advocates will increasingly share their opinions during key moments of evaluation and decision.
These advocates (or detractors) will own your brand. But then again, you never owned your brand. You’re just the steward––marshalling an ever-evolving set of tools to influence how your audience thinks, feels, and ultimately, behaves. And the better job you do stewarding, the more your constituents will take ownership––to heart.
So while the means are evolving—the tools available and how your advocates spread the word (or not)—the need for a focused, strategic approach to brand building hasn’t changed all that much.
A brand-focused approach to social media
As a brand steward, you manage a mix of components that can be controlled––and also now have the task of influencing what you can’t control. You have control over what you can “own”––your model, mission, core message, name, logo, tagline. And you have control over those disciplines that come together in communications you produce––approaches to language, color, type, imagery, and design. But you do not have control––but should certainly seek to influence––how constituents talk, text, and share their thoughts about you with each other––through an increasing array of channels.
Understanding that you can only control a portion of the communications that together make up how your brand is understood makes it even more important for you to exercise the control you can have––to provide direction and context for that which you can’t. Vigorously ignore those who preach that “losing control” is “going with the flow.” Instead, consider these five steps to help you take control, and thereby increase influence.
Prepare your open book
The shift in power through constituent-driven social media means you must assume people will come to know everything about you––good and bad––even if you haven’t told them a thing. And they’ll know it almost instantly, from sources they trust. What to do? Don’t fake it; be who you are. If you try otherwise, you’ll likely be found out. If there’s a problem, fix it. And if it’s merely a perception problem, practice a bit of Brand Judo and turn that perceived weakness into strength! There’s no place to hide, so don’t bother trying. And remember that the context you provide is important; otherwise a negative story is the story.
Solidify your main message
Ultimately, people are going to make up their own minds about your brand and then post / comment / blog as they see fit. And yes, it’s these messages that really matter. But that doesn’t mean that you’ve completely “lost control” and shouldn’t seek to influence how people think, talk and type.
What’s the one message you want people to have in their heads? It needs to be simple, memorable, and repeatable––and you need to communicate it consistently. It needs to be “indestructible” so it can hold up as it’s promulgated across the fragmented social mediasphere; and you need to be able to back it up. But pushing it out isn’t enough. What stories and experiences do you need to get out there to encourage people to say it for you––and to think and act in your favor in the moments that matter most?
You can’t control exactly what gets said and passed around, but you can engineer the context from which favorable messages arise. And these favorable messages help brands do what they do best: create pull, foster emotional connection, and insulate against negative, rogue perceptions.
As the proliferation of communication modalities continues, a robust, flexible visual brand system is more important than ever before. Visual consistency counts, and not just for the sake of consistency. It helps you get credit for all you do, builds equity in the right places, and ensures that your communications add up to a recognizable whole––one a lot greater than the sum of the parts. It helps you to maximize what you can control: you can’t control someone else’s blog, but you can connect your blog to your website to your Twitter account to your e-newsletter, to yes, brochures and publications printed on re-constituted trees.
Like your main message, your visual image also has to be portable and memorable because your “outside” communicators all have the ability to make up their own images. Brand diffusion is a continuing threat. If your blog, your Twitter page, and your website aren’t visually reinforcing the same set of values––and are out of sync with your print communications––you will be the one increasing your own brand diffusion! Invest in a visual and verbal brand system scaled to your organization. Apply it with discipline wherever you can.
Power to your people
Branding has always been more than just the domain of people with marketing or development on their business cards; everyone in an organization is engaged in promulgating your brand whether they know it or not. Social media has only amplified the opportunity beyond your walls––and the risk. So equip your people to communicate appropriately on your behalf. Empower leadership and people in key, public-facing positions, to connect directly with constituents through blogs, Twitter, and Facebook––and be sure to develop the right message framework so conversations advance what you want advanced and have the needed context. And while you can’t control how employees are communicating about your organization on their personal sites, you might provide examples for how they can best represent the organization online. It’s a fine line: you can’t be “big brother,” but you can remind employees that brand success is their success––and that they have a role.
Matter where it matters to be
Communications have long been about helping organizations move people “closer” to them. Social media can help achieve this goal by providing the means for an organization itself to move closer to its constituents. Either way, and combined, you decrease the distance between you and your constituents. But it isn’t as simple as just launching organizational profiles across the usual suspects of the social mediasphere.
Social media is about providing opportunities for connections that matter. People expect to be able to hone in on what they want to connect with; therefore a monolithic presence may not be the best route. For example, a university active in social media could maintain outposts for prospective students, alumni, faculty, and more––each with specific content for a specific audience in service of a desired transaction (i.e. enrollment, philanthropic giving, advancing competitive positioning, etc.). A monolithic, broadcast-type, university presence can’t foster this type of “narrowcast” engagement. Be where your constituents are with content that matters to them––and to them alone. Relevance has never been more relevant.
Social media is not a place to try and be all things to all people, all at once. Organizations should audit their departments / programs / products / personalities to identify opportunities where specific connections and outcomes can happen. Create a social media communications architecture that gives people the opportunity to connect to specific products and programs and share with like-minded individuals. Deliver content that equips brand advocates and drives specific, desired outcomes. If you don’t know with whom you’re trying to connect, and what the goal of a particular social media outpost is, you may just be adding to the noise.
…the more they stay the same
While much is evolving around brand-building using social media, the skills and experiences you have are transferable, relevant, and will serve you well going forward. Social media tools will continue to evolve and new ones will come and go. But rather than getting distracted by the next new shiny object, apply focused brand-building principles shaped to these new opportunities: control what you can and seek to influence what’s beyond your grasp; be true to your brand; distill your core message; develop and deploy a compelling and consistent visual tone; engage and empower your people; encourage dialogue; be relevant.
In the end, social media is a conversation about your brand. You can participate in it and help shape it, but mostly you need something compelling to say––that someone is wanting to hear.