Branding is the process by which a small business can distinguish their product offering from the competition. Each brand will create intangible characteristics that consumers can be related to. Small businesses can differentiate their products from the competition even if the products are the same, for example Pepsi VS Coke. Such brand characteristics will give different brand personalities to each brand that can be seen to be very similar with human personalities. Different brand personalities will create different experiences for different consumers. As long as a small business knows what traits are similar to targeted consumers, with specific demographics that represent the brand, it will be able to attract customers with a high interest in the company’s products and, thus, willing to pay a high price for them.
Brand personality
Customers create a sort of friendship with the brand. We could say that a brand is similar to the human personality. That is because a lot of human characteristics are associated with brands. For example, Absolute vodka is described as a cool hip, contemporary 25-year old, whereas Stoli vodka is an intellectual, conservative, older man.
Thus, we can see that brands are serving both a symbolic and a self-expressing function. People will always identify some human characteristics similar to theirs and thus create an intangible reason to buy them. That is how the perception of the human mind works. Different perceptions about different brands will differentiate a product, which may have the same tangible characteristics as another product, and thus provide a competitive advantage.
A great example of such a product is water. Buying water from the shop may have almost no difference than drinking water from the tab. Let’s face it that both instances involve just drinking water which is a product of the nature. Of course we could argue that tab water is not filtering as good as water from the shop but then we can argue about the different companies offering water in different prices. Each company will create different aspirational user images or product history that can be related directly to a specific targeted group of consumers. In return, it will differentiate water from competitors by manipulating the perceptions of consumers about the product.
Customer Experience
Top Brands around the world reflect the complete experience that customers have with the product, by the product’s use by the customer and the marketing activity used by the company.
Different personalities and functional characteristics will create a sense of routine to the customer and bringing him closer to the product. I could argue that, in a degree, a form of addiction can be created between the consumer and the brand. That’s because the customer is used to the way the product works and becomes easier for him through time to use it. On the other hand, it just may be that the results of the product are fantastic and able to satisfy the consumer’s needs. Also, if a small business is constantly delivering messages to targeted customers it will create different brand values, meanings and aesthetics embedded in the consumers’ subconscious. Such messages could be the brand logo, advertisements on how to use the product etc.
Targeting demographic characteristics
Such personality traits associated with a brand tend to be enduring and distinct. Coke traits are cool, all American, and real, while Pepsi is young, exciting and hip. Such traits make it easy for a company to last for a long time because of their popularity among consumers.
Companies will try to give to their brands the same traits as those of their target consumers in order to create a link between the two and create attraction to the product. For example, Coke created its brand name based on young people who want to be cool, fit in with people of similar age or people aspired by the American way of living. Another great example is that of Marlboro, the cigarette manufacturing company, which tends to be perceived as masculine, thus attracting men that want to feel masculine, maybe again because they want to fit in with people in their own environment.
Different brand personalities will affect different people. A small business should find what personality fits their clients and try to create a brand around that. Only then small businesses can attract customers that will be more likely to purchase the product, pay a high price and come back to buy more products. These outcomes can have a great impact on a small business’s profit and, thus, on its growth.
Facebook is the social media gorilla and it aims to stay that way. At its recent f8 conference, Facebook’s CEO Mark Zuckerberg announced sweeping new changes that makes the social media network an even more powerful sharing platform.
Several other recently unveiled tweaks to Facebook can have a significant impact on brand marketers. For example, Facebook’s “newsfeed” is putting a new focus on relevance so users get just the information they want. And if the information is relevant, more users will see it, because relevant information will pass through the “privacy/friend” filter.
What started as a person-to-person social connection platform is now being dominated by businesses that use Facebook as a strategic brand engagement platform. A survey by Edison Research and Arbitron found that, of those social media users who follow a company or brand in social media, 80 percent of them prefer Facebook over Twitter, LinkedIn, and other social media tools.
So it’s fair to ask the question: Will promoting your brand on Facebook boost it or bust it? The answer is not as obvious as you may think.
Facebook as a Brand Booster
On the “brand booster” side, commercial exposure on Facebook is likely to be a very good thing. With Facebook as part of a brand’s media mix, a brand marketer can connect and communicate with customers. If the brand marketer is willing to invest the necessary resources, like being sure that it is someone’s direct responsibility to maintain the Facebook page and respond to posted comments, then Facebook can have a positive impact on a brand’s image. Facebook is a good place to represent your brand voice, because it is a more personal, informal medium than traditional advertising.
Facebook can also be effective as a promotional tool. Increasingly, Facebook is used by brand marketers for special Facebook-only offers and contests. This technique can generate awareness, create buzz, and get participants who take advantage of offers and contests to tell their friends about them.
Facebook as a Brand Buster
It’s just as easy for Facebook to become a “brand buster,” however. In an August 18 article for Ad Age Digital, Michael Scissons, CEO of Syncapse, a company that makes social media management software, reported on the results of a study his company did. The study looked at 300 of the top brand pages on Facebook.
Over a period of one year (July 2010 – July 2011), these top brands actually saw a decline in engagement on their Facebook walls that was over 20 percent. Scissons said brand marketers were guilty of “dissing audiences with bad content, coupons, polls, contests, and boring filler.” He also noted that engagement declined significantly when brand marketers post to Facebook too often. While people remain engaged when a brand communicates up to 6 or 7 times a week, engagement falls off a cliff after that. The study found that some brands posted to their Facebook pages as often as 15 or 20 times a week.
Another brand buster could be embedded in that innocent “Like” button. It seems that all too many brand marketers use the Like button as a way of “buying” leads. Many times, you’ll notice that a brand marketer will give away something, or allow participation in a contest, only to visitors who “Like” their Facebook page. Granted, this is a legitimate way of measuring response, but it’s also a way to game the system and be able to brag about acquiring tens of thousands of fans when, in reality, they “Liked” a brand just because they wanted something for free.
What’s the Bottom Line?
You need to be smart about using Facebook commercially. Facebook requires authentic engagement in on-going dialogue with people, one at a time. Building a relationship with a customer is a gradual process. You must answer questions, respond to comments (both positive and negative), and not waste the customer’s time. General messages and promotional overkill don’t accomplish that. The smart brand marketer is not trying to buy a Facebook fan. Instead, the customer naturally becomes a fan, because there is something of value to be a fan of.
Used wisely, Facebook can boost your brand and engagement will skyrocket. But as the Syncapse study shows, even top brands abuse Facebook, and that only leads to one thing: their social media strategy is a bust.
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