When most people think of the word brand you think of a label. You think of generic Great Value versus Kellogg’s. In the world of advertising is one of the hottest commodities. A brand makes the product come alive to the target audience. A good brand creates a fantasy, a lifestyle, a statement. It includes everything about the product, down to the logo and font, that communicates the brand message. A good brand is worth more than a good product.
One of my favorite examples of a good brand is J.K. Rowling (yes, people can be brands too). Rowling’s Harry Potter sold more than 450 million copies in 55 different languages. When the author to probably one of the best-selling books of all time used a pseudonym to publish her book The Cuckoo Calling; how do you think it did? It sold less than 1,000 copies. When word got out that Rowling’s was actually the author, it became a best-seller in just a few months- selling 1.1 million copies. That is the power of a good brand. When the name alone can produce more sales than the actual product itself.
So then, how do you build a good brand. Social media, although new, is quickly becoming the fastest and more effective ways to build a good brand. Where else can you reach a captive mass audience with just a click of a button. Social media allows you to reach your target audience and even some outside your target audience at the same time. The key to effective social media is to be strategic. Don’t just post for posting’s sake. You need content to be shareable and valuable. People get annoyed by spam brands (brands that are always in their notifications and aren’t saying anything important.
Another key is to know that what you’re saying is just as important as where you say it. Pick your platform and devout yourself to it, make yourself an expert at it. A good brand is much more valuable in the long run than a good product.
Agius, Aaron. “The 4 Essentials to Building Your Brand on Social Media.” Entrepreneur. Entrepreneur, 13 Apr. 2015. Web. 02 Oct. 2016.
Ries., Al. “Having a Better Brand Is Better Than Having a Better Product.” Advertising Age. Advertising Age, 05 Sept. 2014. Web. 02 Oct. 2016.
Photo Cred: Davron Marketing