What makes a really strong brand? Some may say consistency, others believe it’s a great team of employees, or perhaps it’s having values you stand by. There’s a good chance that it takes a combination of many factors for brands to build and maintain a strong presence. And perhaps many of the brands you’d identify as being “strong” share similar characteristics. In last week’s #CommChat, your communication peers talked about what they believe it takes to build and maintain a strong brand. It’s not too late to jump in on the conversation, or share with us what you’d like us to cover in future discussions. Tweet us with the #CommChat hashtag to join in.
For a complete recap, check out Twitter Moments. Join in: #CommChat discussions are every Wednesday at 9 a.m. PT on Twitter. *Please note that #CommChat is on hiatus until January 2019.
What are some key components for building or maintaining a strong brand?
A1: Always be authentic. Otherwise consumers will see right through your brand and move on to the next competitor.
— Tricia Zinkowski (@tzinkowski) November 28, 2018
Feedback and prompt responses are some of the key elements that position a brand as ‘available and reliable’ thus making it strong.
— Kefentse (@Kef_molots) November 28, 2018
A1: Good question. It’s all about really knowing who you are, who you want your customers to be, and who you want your employees to be. Vision! Brand goes way beyond logos and color palettes — brand is the essence of your organization. #commchat
— ElevatePoint (@ElevatePoint) November 28, 2018
Furthermore, thinking about strong brands we come across everyday, what are some characteristics they have in common? Please feel free to share examples.
A2. They live and breathe their core values and don’t sacrifice them for anything #CommChat
— LYNDON@COMMS.BAR (@THINK_Lyndon) November 28, 2018
A2: Strong brands have a clearly defined vision and purpose that is reflected in everything they do. From marketing and advertising to the actual product or service and even in their employees. #CommChat
— Bananatag (@bananatag) November 28, 2018
— Biswajit Dash (@biswajitdash79) November 28, 2018
Why is brand positioning important now more than ever?
A3. I believe people want the companies they have relationships with to stand for something other than making money. And great customer service is in high demand in this impersonal age. #commchat
— Elena Acoba (@elenaacoba) November 28, 2018
A3: Brand Positioning (when done well) helps you cut through the noise especially in today’s digital and distracted world. It should help you stand out and express your unique value proposition to your targeted customer. #Commchat #branding #insideout
— priyabates (@priyabates) November 28, 2018
A3: was about to type the same thing about great (even good) customer service is in high demand. Brands can really stand out if they pay more attention to providing genuine customer service. Not just pay lip service but actually deliver it. #CommChat
— Robyn Santa Maria (@redrobyncomms) November 28, 2018
What are some ways organizations can incorporate their company culture into their brand? Please feel free to share examples.
A4. I think a few chatters touched on this in their earlier answers: the way the brand treats their workers feeds how those workers treat customers. It’s important to make sure that you’re being true to your brand promise internally, or the lie of it will come out. #commchat
— Christine M. Courard (@CMCourard) November 28, 2018
Company culture can be used for employer branding which helps recruit the best talent.
— Hanisha Lalwani (@HanishaLalwani) November 28, 2018
A4: Using social to personalize the employees behind the name. Not only what they do for the customer but who they are and how they share/live the brand.
— Stephanie Richardson (@TepRichardson) November 28, 2018
Looking ahead, what are some trends you see on the horizon for branding? Are there any new practices you’ve begun to implement?
A5. In this chaotic world of (markets, etc.) “disruption” think the staff “activism” demonstrated by Google employees probably foretells more of the same in future. (FB beware…)
“We do NOT want to work for a company involved in these actions.” #CommChat
— Judy Gombita (@jgombita) November 28, 2018
A5: A strong brand is also a progressive brand. If diversity is not on your cards, your brand will be left behind. While it is important to be aware of “trends”, also know that trends comes and goes. Quality & excellence is always trendy. #CommChat https://t.co/vJuTodTHxb
— Raine Maria (@ReignSuccessful) November 28, 2018
Best innovation ever on branding? People first. Excellence in serving clients and customers. Engage your employees. Do not break your brand promisses. Know who you are and don’t lie. #branding #marketing #communications
— Gaulia (@gaulia) November 28, 2018