Branding: are you really flying or just nosediving?

My name is Carina and I’m addicted. During the last few weeks, I couldn’t spend one day without watching my new, favorite TV series: Black Mirror. Although the series is extremely good, it is impossible to watch two episodes in a row. First, because each episode is like a punch in the stomach and, second because I always need to discuss the subject of each episode with my friends.

(Spoilers mode on)

One of the episodes has an even clearer connection to the reality in which we live today. “Nosedive”, the first episode of the third season, is about how we evaluate a person by her attitudes. But, what if, there was a ranking? What if we measured ourselves by likes, reviews, and popularity? Would you be willing to give up what you are in order to become (supposedly) better? Lacie was.

The episode is starred by Bryce Dallas Howard and tells us the story of a woman who seeks popularity at any cost. Her dream is buying an apartment in Pelican Cove Lifestyle Community, which, of course, is very expensive. At one point, she discovers that if she reaches a 4.5 score, she can get a discount. Amazing, isn’t it? But how could she improve her score?

Well, to achieve her goal, she only needed to get positive reviews and likes. And so she became willing to please everyone who mattered.

What does “Nosedive” have to do with brands?

The answer is everything. Showing the other side of the mirror, the episode tells a story of a society in which the image is often manipulated to achieve one goal. The problem is that, when you manipulate something too much, that thing becomes empty and meaningless.

Here’s a simple example. Right now, all brands are desperately seeking for likes and shares. The looks on social networks have to be perfect. After all, a successful brand is the one that has an impressive number of likes, isn’t it?

Ok, I’m not saying that social media isn’t important. What I am saying is that the number of likes often works as a makeup for what should be a true relationship between the follower and the brand. So, yes, we need a good image, but it is also important to ensure that there is more than that.

In my opinion, the success of a brand should be measured by the value it creates to its followers and by the quality of the relationships. That’s will only be possible if we create relevant content, and that does not have a standardized formula. In fact, the content must be selected or designed for each brand, according to its personality and its target. And that is the only way brands can attract the right people. Being who they are.

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