The explosion of social media hasn’t been good for branding. Somewhere along the way, branding seems to have developed a bad name (although still not as bad as public relations).
I saw a comment the other day on a social media platform to the effect that the concept of branding was outdated because “we’re all connected now.” It’s not an isolated comment these days, but rather it represents what many have stated over the past few years in one form or another. The underlying belief behind this is that any attempt by a company to develop and promote its brand is inherently based on lies. That there is some type of spin being created to trick consumers and lure them into believing something false.
This type of thinking shows really a lack of understanding about what branding is all about. That’s why I like this post about the Zappos brand because it tells the story of what a brand really is: an extension of the culture (people) that work there.
Branding is about taking what is true about the company and presenting that to consumers, not making things up. Ideally the true culture and values of the company add up to a distinct value proposition in the minds of consumers.
Because consumers can talk to each other now via social media doesn’t invalidate brand development and communication efforts. Indeed, it only make these efforts more important. Companies sometimes fail, because they’re filled with people that can make mistakes. That doesn’t mean the great lie of branding has been exposed.
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.