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It was the mid-year of 2008. A chain message circulated mainly to those living in the countryside. It tells that unidentified men on board a white van kidnap children so they can sell off their internal organs. As a result, it caused panic and fear for many people. Parents pay extra attention to keep watch of their children. Children, on the other hand, didn’t wander alone in the streets. People became very wary each time they saw a white van coming in.
The chain message was a hoax. There was no reported incident of missing children due to unknown men from a white van. But the paranoia of people each time they saw a white van — or any type or color of a van in particular — lingered for quite some time.
What is the point of the story?
Stories, whether accurate or not, can circulate at lightning speed using digital communication channels. Depending on their message, they can create a positive or negative perception of a brand.
In the market setting, brand marketing is crucial because it sets you apart from your competitors. This is well-defined in the Entrepreneur encyclopedia, which states brand marketing as “your promise to your customer… it is derived from who you are, who you want to be, and who people perceive you to be.” Brand marketing aims not to build brand awareness but to create campaigns that drive interest and influence acquisition.
In the example above, the text message negatively affected those who received and had heard of it. It instilled fear, which made people steer clear of such a vehicle.
Businesses, at all times, should make sure that their branding won’t make the same wrong impression on their customers. There needs to be a contingency plan to manage all possible incidents affecting the company’s reputation.
Most importantly, businesses should invest in their brand marketing to draw a positive image in the minds of their existing and potential customers.
By showing your target market who you are and what value you can give them, you will increase the chances of conversions. They will also remember your brand positively, directly impacting your company’s reputation. Brand marketing is also effective if you strive to have repeat businesses and can make them loyal customers.
Social media leverages brand marketing strategy.
People usually remember a brand through its logo, website, packaging, and promotional materials. Brand marketing strategy is how you plan to communicate and deliver your brand messages. This includes the time of release, the target audience, the type of message you will provide, and the channel you will use to spread the word about it.
A practical, efficient, and fast way to do so is to use social media as part of your brand marketing strategy. According to the latest Global Digital Statshot report by We Are Social, more than 4.1 billion people, or 54 percent of the world’s population, use the Internet.
Because social media is a platform that promotes interaction, companies can also use it to build more emotional connections and relationships. Through this engagement, you can provide a better customer service experience. As a result, your customers will look into your brand with great admiration and respect.
Using the right message and approach can reach a large number of people in a short time. This is possible through the microtargeting approach, which uses specific filters to target an audience that would appreciate your brand.
Brand marketing is a significant part of your overall success. Combine it with the best social media marketing strategy, good customer service, and quality products or services to see how it will benefit you.
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