Web 2.0 takes the concept of Web one step further and makes the platform a network. Instead of just passively absorbing information, users actively create the information and engage with one another. Chances are you are already into Web 2.0…but just don’t know it. Sites such as Facebook, Twitter, Youtube and personal blogs are all examples of Web 2.0.
When using Web 2.0 on Facebook, Twitter or any other social engagement platform there is one golden rule everyone should abide by: Think Before You Tweet(or post). Just because you can say something doesn’t mean you should. Remember, once you put something out on web 2.0, it’s there forever for anyone to see.
When used incorrectly there could be some very negative consequences to Web 2.0 so be careful. The best way to protect yourself is to think before you Tweet (or post) and consider the following before making anything live:
1) does my message have a purpose
2) is this something I would want to read
3) is my statement accurate
4) will this come back to haunt me
Once you know how to avoid the pitfalls of Web 2.0 you can start enjoying its benefits. Here are just a few from a branding perspective:
1. Audience reach: Web 2.0 doesn’t discriminate and anyone, anywhere, with an Internet connection can become engaged with a brand. Terms such a “viral video” or “trending” are often used to signal high engagement. There is unlimited potential when it comes to reach. When a brand tweets, posts or blogs something that resonates with the audience, people will want to share it.
2. Personalized communication: through Web 2.0, brands develop a voice and a personality that speaks with consumers, not just to them. Brands and customers can have an ongoing dialogue that allows for praises, concerns and questions to be addressed directly and instantaneously. Responding to comments directly can establish a positive relationship and a positive relationship can then translate into brand loyalty.
A great example of Web 2.0 would be “The Man Your Man Could Smell Like” campaign Old Spice did in 2010. It was a Youtube campaign that lasted three days and became the quickest growing online campaign in history. After just 24 hours there were 6.7 million views on Youtube and grew to 23 million views after 36 hours. [1] That kind of reach and growth wouldn’t have been possible if the campaign started with traditional television commercials. Once the video was posted, Old Spice went one step further to engage with their consumers by posting 187 video responses featuring the star of their campaign.[2]
Now that you know how to use Web 2.0 and have seen what it can do for a brand, how do you plan on integrating it into your next campaign?
In clear terms, it defines your company’s direction… and actually acts as a compass through growth opportunities and changing market conditions. It is the critical platform for all communications. Without direction or focus, the brand goes…. absolutely everywhere… and not in a good way!
It seems very easy to create… A few words that speak volumes. How difficult can it be? More to the matter, how significant is a positioning statement? Positioning Statements, or in the case of Consumer Packaged Brands, slogans, have been at the heart of advertising sell copy since the inception of mass selling.
It is an important component of your marketing initiative… if not the most important. Positioning is not just a fluffy marketing word… it defines and identifies your Brand/Business. A brand positioning statement eloquently states your brand’s “stake in the sand”. Moreover, it expresses “This is who I am, this is what I do, this is what and how I deliver”. In basic marketing practice, the easiest way to describe a positioning statement is that it announces to the world what makes your brand stand out above the rest and how you do that in a very succinct message.
Keep your brand/business on track with a powerful positioning statement. So how do you go about developing one?
A good marketing exercise to do prior to attempting to create your own positioning statement is to look at the brands that have successful taglines and try to identify the key messages that the tagline promotes. Ask yourself if the statement is relevant to what the brand promises, or the product delivers….or if it speaks to the service the business provides. View the positioning statement in rewind. You’ll find that the good positioning statements easily reflect the market, the target and the benefit of each brand or business. Here are some to get you started: McCain “It’s all good TM”campaign, “i’m lovin’ it”, an international branding campaign by McDonald’s Corporation (they incorporated it with their logo), and Scotiabank “You’re richer than you think”.
In this new world of do-it-yourself marketing and branding, many start-up companies go at developing a brand positioning statement on their own. Often those positioning statements end up being descriptors of the brand. Like the warning copy on an Evil Knievel daredevil act, I urge you not try this at home… and alone!
Here are the must haves of a positioning statement, in no particular order:
1) The Promise: Must state what we offer.
2) The Benefit: Must clearly identify what’s in it for them.
3) Personality: Must reflect the culture and brand voice.
4) Originality/Uniqueness: Must be a thing of beauty and joy.
5) Simplicity: Must be so succinct as to inspire a “wow”.
6) Longevity…. it must be there for the long haul.
What better way to demonstrate the importance of clearly stating the benefit simply within a positioning statement than with the Muppets! Watch this video clip from the Muppets Take Manhattan movie, for Ocean Breeze Soap. The message is bang on!
Once you achieve the Positioning Statement…. you must, and this is so very important: Use it consistently and frequently on all communication pieces. On business cards, web sites, apps, trade booths, ppt presentations, print ads, radio ads, digital ads, TV ads, leave behinds, etc, etc, etc.
This positioning statement will drive your message home to consumers, just like a GPS and will definitely build the foundation for brand recognition. Check out our ebook “Branding Understood” to get your gears turning!
Does your positioning statement have what it takes to direct your brand’s destiny?
The Brand Follower Relationship is the modern day Love Story.
Social media has enabled the breakdown of walls between brands and consumers, so a true relationship can develop packed with emotion, trust and love. No longer can Brands push out their one-way communications to their consumers. Consumers expect to be seen, heard and listened to… in short, acknowledged. They want to be actively involved in the brand story and the conversations; they want to contribute but they need a good reason to do so. It’s not enough to just start a brand page, your brand must regularly engage its social media followers consistently with its <a< span=””> title=”Brand Voice: How to Create It. Build It. Maintain It.” href=”http://www.3h.ca/blog/branding/brand-voice-the-how-to/”>Brand Voice – always exercising new and creative ways to speak to followers… and engage them.
Since each social media platform is different, the way people engage is going to be different as well. Here are a few ways you can engage successfully with followers and keep your Brand Follower relationship strong on Facebook Pages, Twitter and Pinterest.
Facebook Pages
Build momentum: Run contests. Running a contest won’t only increase the number of followers a brand has but it will keep current followers engaged and excited. Keep the buzz and momentum going by asking questions and generating content that revolves around the brand and the contest. Don’t just let the contest live on its on – make a lot of noise about it! Use Facebook ads to reach your demographic profile… and remember to further focus your efforts with the use of psychographics!
Build a following: Get “Likes”. Followers want quick and easy ways to interact with brands. Asking them to “Like” a post is as quick as it gets but it still generates stories and gets the word out. Similar to commenting, when followers “Like” a post, it will show up on their friends’ news feeds giving your post the opportunity to go viral.
Be Authentic: Keep it real. Followers don’t want to be sold to on Facebook.They follow a brand page because they are already sold on that brand and they are most likely already loyal customers. Speak with them not to them and don’t use traditional marketing speak. Finding a voice for your brand, an authentic voice, is essential to successfully engaging followers on Facebook
Twitter
Keep talking: Talk to followers. Follow them back. Retweet them. Listen to them. It’s a sure way to keep them engaged and interested. The lifespan of a tweet is generally a few seconds, making them a thing of the past almost instantly, but if your brand acknowledges a follower’s tweet it adds value and gives them a reason to keep following and engaging with your brand.
Generate excitement:Run contests. Twitter is great for running impromptu contests. It’s a quick and fun way to keep followers on their toes. Offer a free giveaway by asking them to tweet an answer or retweet a tweet or ask them to help you reach a certain follower milestone for a chance to win a prize.
Just ask:Asking followers to retweet, mention or just help get the word out about a brand generally works very well. Communication is key – ask and you shall receive. Again, it’s a simple way but an effective way to engage with a brand and followers arequick to jump on board.
Pinterest
Visual Momentum:Run Contests. Pinterest is a great place to run visual contests. Asking followers to create boards or repin a pin is an effective way to not only get your content out there , gain new followers and of course, to engage with existing followers.
Give control:By allowing followers to create boards on your Pinterest profile, followers feel like they are contributing, again, to the brand story.It’s also a great way for a brand to diversify its content. A brand can also ask followers to share its content on Twitter and Facebook, creating a cross-platform campaign that generates engagement throughout a brand’s social media presence.
Be exclusive: Pinterest is a great for a visual brand to get their followers engaged by giving them exclusive looks into the brand – a “behind-the-scenes”. Think about using Pinterest and the idea of exclusivity to run focus groups. For example, showing followers a product redesign on Pinterest before they see it anywhere else and asking for their input by commenting or repining can show followers and consumers that their input really matters to your brand.
Starting a social media platform can be a significant milestone for a Brand, but it involves more than just opening a new account or starting a new brand page on Facebook. Be sure to develop a holistic strategy and employ all the channels available in social media. Knowing the tactics and using the platform isn’t enough. Plus, like any other valuable relationship, the Brand Follower relationship needs work, passion and communication to endure and remain strong at heart.
Do you have a complete social media strategy with a strong Brand Follower relationship? Share what has worked and what hasn’t for your Brand and your followers.
Brand, like fine wine, is described as having character, essence, personality or persona. Well there’s a new adjective in Marketing Vocabulary in terms of describing a Brand. It’s called Brand Voice. With the explosion of Social Media, Engagement Brand not only has to have a “personality” it must also have a Voice. In the frenzy of not being left out and joining the social conversation, many Brands have quite literally “jumped” in the social arena. So is any voice better than no voice at all?
Marketers Beware! Pioneering the great frontier of social media does not mean leaving brand principles behind. Au contraire… Brand Voice does not negate Brand Position (PDF). No not at all. Brand Position: what sets Brand apart from the myriad of all the other “me toos” out there, has never been more important and more relevant in establishing Brand Voice and setting course to top of mind awareness and market consideration.
There are true and tried methods in establishing Brand Voice, regardless of its “newness”. Make sure that before you embark on this exciting social media journey, you’re equipped to handle the good, the bad and the phenomenal!
Here’s a quick checklist in achieving that.
1) Your Brand’s Position: Yes, it’s a motherhood statement, however, nothing replaces a solid positioning, even on Facebook or Twitter. Regardless of the ever-changing communications dynamic, suffice to say, without a clear positioning, there is little point in proceeding to obtain a brand voice.
2) Single Focused Mindedness: Let’s not be all things to all people. Have a clear understanding of the Brand’s Position; Brand’s Vision and Brand Culture is key in maintaining a voice that speaks in the same way, all the time. No matter if you tweet 5 times a day, write status reports, guest blog or engage in discussions, what you say needs to be different and the same.
3) Determine your Objectives and Strategy:Really, what Marketing initiative can be called marketing without them? A Brand needs to have a Social Media Strategy. Before you start, define what is your vision of success? Who do you want to have follow you? How are you going to achieve that? What are the timeline measurement points?
4) Guidelines for Speaking to Your Target… consistently:Marketers have always been clear in evaluating Character and Style against print ads, TV or Radio ads and their packaging. Social Engagement and Brand Voice are no different. The need for a consistent voice with a consistent approach style and message is key. And lets not forget Tone. It’s important to set the tone for all Brand communications. Like everything else that makes a good Brand into a great Brand… Consistency is King.
5) Establish an Editorial Calendar: Brand Voice is about engagement and even entertainment. It’s much more complex in doing so than a 30 second commercial. Brand now has to make friends and have people follow. It has to resonate with its core following and contribute to the conversation with meaningful content. It must allow for a loss of control in order to gain it. It’s a dynamic approach to Brand Marketing. It is fantastic, exhilarating and the best thing for brand since broadcast ads hit the airway. Brand who dialogue with their followers (no, not customers) are in a place where they can play the role of influencing behaviour like never before. Brands need to understand how to engage without selling. It has to deliver in less than 150 characters its positioning, its reason and its promise.
6) Be Authentic: Deliver on Brand Promise. Deliver on Brand Character. Deliver on Brand Experience. Listen and respond. Speak and engage. Needless to say a Brand that is not authentic has really no hope in achieving excellence in any Marketing channel. Brand must always deliver.
Brand Voice is an increasingly important element of the total Brand Experience. As such, the Social Media channel has taken its rightful place along side print, broadcast and digital media in the strategy to market Brand holistically, effectively… and successfully. How vocal is your brand?
If an image is worth 1000 words, combine that image with text and the actual meaning behind the image becomes clearer. The variable of 1000 different words is reduced to only those that are necessary. This is not to say an image cannot speak on its own – many talented photographers, illustrators and artists can attest to that. Nonetheless, image and text together create a more focused message and is the root of great advertising. Further, the chosen typeface not only speaks with the image, it also speaks for itself.
Let’s start with typography
The origins of typography can include the first forms of written language and date back to about 3000 B.C. with Cuneiform by the Sumerians. However, it wasn’t until about 1440 A.D. when Johann Gutenberg created the printing press utilizing moveable type that typography as a craft really took off. This involved the process of printing by use of type blocks made of metal with raised letterforms that could be inked and pressed into a substrate.
What is the role of typography?
The roles of typography, typographic style and the typeface as parts of visual communication have evolved over the ages. Fast forward to today, within the information age (digital age) and there isn’t much we can’t do with type. We have many different tools and methods for working with typography. However, the principles behind it have not changed much since Gutenberg’s contribution. Ultimately, the role of typography should remain to honour content.
So, what’s in a typeface?
A typeface in itself is a visual. If you do not understand the language presented in type, you see it only as a visual. Although, a typeface is much more than it would appear at first glance. It is ruled by legibility, but also communicates through the form of it’s characters to provide meaning.
As designers and creatives know, we all have quite an attachment to the typefaces we work with. Unlike images, typefaces as elements are the ones that we refer back to on more than one occasion, so much so, we know most of them by name. Also, we know their “personalities” and which one of them would pair best with any given image.
A good typeface as part of a design can be compared to a good orchestra as part of a stage production. The music is heard and felt, but does not bring undue attention to itself. It aids the message. This happens not just through its personality and style, but also the mesh it makes with its image counterpart. It is the partnership of these elements that create a complete spectacle. If one overshadows the other, the message may suffer.
Respect for the typeface
If typefaces are ruled by legibility, we also need to consider their readability. As designers we aim to strengthen the meaning conveyed by a typeface through proper setting, size and placement. After all, any good “face” deserves that much. Without respect for the typeface, and its letterforms, many beautifully designed and legible typefaces can lack readability.
Where is typography now?
Well, through its many evolutions, typography has been handcrafted, mechanized and digitized. With these advancements in technology our relationship with typography has become strained. The speed, ease and flexibility that we have been afforded also means the time consuming task of attention to type can sometimes suffer.
Generally speaking, typefaces have been battered and bruised, scaled, pushed, prodded, stretched, outlined and sometimes just ignored entirely. However, as with any good element, the well intentioned and humble typeface continues to hold strong to it’s rightful place in graphic design.
Once upon a time (and not that long ago), there was an entire industry dedicated to typesetting. The specialized role of the typesetter was to govern the accuracy of the text component in conjunction with the designer’s visuals. Now, the role of designer includes typesetting. Graphic designers hold sole responsibility towards the success of typography within visual communication.
“By all means break the rules, and break them beautifully, deliberately and well.”
– Robert Bringhurst: The elements of typographic style
A good typeface should be embraced for its succinct presence, rather than written-off to optical software. So, let’s all just remember for a moment how much our typefaces mean to us, and how we can best show off their strengths.
What role does typography take in your design and more importantly, how much attention do you give it?
