The Importance of Having a Brand Strategy
During the life cycle for brand campaigns there are numerous moving parts and varying perspectives which are subject to debate in order to reach a common goal. With every project it’s best to be proactive than reactive but that can be challenging with digital trends audiences have become accustomed to as well as content demands.
I have seen this “process” rapidly advance with varied results, sometimes with redundancy thats proven unproductive and little to no improvement. I blame the confusion on agencies want for a competitive-edge rather than directing the efforts inward to evolving their identity. You see, no one foresees the future; they only predict what it will be based off of previous knowledge. With this knowledge these projections are best executed though relevant, evolving approaches that not only engages your following, it moves them. The only question left is, can your brand move forward from looking back?
The word “brand” means to burn which in essence, is what companies do to our brains with the massive advertising tactics they use. It can become an overwhelming experience to constantly and consistently get hammered with images of a brand that sometimes lack any real substance behind their campaigns. Companies with the most successful promotions do not excessively push or coerce their products on to consumers. They build relationships, and life long relationships through accessibility, approach and awareness.
Whole Foods has the ability to successfully adapt and alter their marketing approaches to each social network while maintaining engaging campaigns. This is also exercised through their individualized approach for each store location on the web. Each Whole Food store has their own social media page that personalizes the user experience in the online community. Users aren’t faced with the task to navigate through the web to find information related to their specific need (region) due to the Whole Foods Central Hub that links to the sub pages (other stores). Whole Foods also has a distribution schedule for content in place that the user gains a familiarity to and set expectations therefore creating a loyal user.
Over the past decade, Apple has revolutionized the way we communicate to each other and obtain information through various devices. We have seen a product develop into a lifestyle for many across the world. They have a niche market and cater to those who act as brand advocates for them. Their pricing index is a reflection of who they want to represent them and the brand experience is seamless across all platforms from promotions, product packaging to online engagement and user experience.
We have to accept that we are in the midst of a more informative, insightful consumer that has the tools readily available to them at the tip of their fingers. To merely stay in a traditional phase and not take the risk of accepting new and innovative methods in your brand strategy would be an injustice to your followers and a detriment to your progression. This is where you differentiate who you are in your market. So I challenge you. In the words of my favorite cartoon character Ms. Frizzle, “Take chances, make mistakes, and get messy“… your customer will love you for it.