Who Defines the Brand?

Does the age of social media and connectivity spell the end of “branding?” Many people claim this is the case. In reality, it’s not true.

Social media does present some unique challenges to brands. People can complain publicly when expectations are not met. These complaints, if they persist and spread, can also damage a brand. But, brands for the most part still control their own destiny.

The best definitions and concepts related to branding often come from company CEOs. I had the chance recently to listen to some great branding wisdom from Greg Brown, CEO at Motorola Solutions, a company that’s had great success developing its brand internally and externally.

Here are some of the insights he offered:

“Brand is the image you create and the experience you deliver.”

“Implement a brand framework around a cultural identity.”

“Create a brand purpose. Is what you’re doing fitting that purpose?”

“Determine ‘how’ the brand speaks, not so much what it says. Be concise, human and imaginative.”

These aren’t comments that indicate a loss of the ability to develop a brand. Much to the contrary, developing a consistent and powerful brand is still very achievable, despite the prevalence of social media.

Author: Steve Sonn

Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.

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