A strong brandpays attention to details. A smart brandconnects with the connectors in memorable ways that may not be readily quantifiable. A savvy brandknows that there are many factors involved in making something a hit or miss. Motorola is all of these and more when it comes to Droid.
On Android day, Cake Group put together an amazing event for Motorola’s Droid release. Their efforts went beyond the day of with connecting with various influencers beforehand to seed articles after the fact.
The branding brilliance comes into play with the attention to details. Customized shortened urls were created just for the event:
The invitation was elegant, simple and overall top-notch:
What really set them apart was Motorola’s use of Foursquare in a relevant and timely way:
If that wasn’t enough, the piece that pulled it all together was the fact that the launch party took place in Morimoto, the famous Japanese restaurant. MoriMOTO, MOTOrola - very slight but very intentional and very effective.
With Motorola the attention is in the details. At every turn there was a robot, or droid, to reinforce that we were there in fact for the DROID launch. By the end of the party none of the robot droids were left, as they were almost as coveted as the DROID itself. Another small detail was the DROID branded photo-booth downstairs, which came with props like a giant inflatable 90’s-era cellphone and a raygun, as well as an alien backdrop.
Attention to details doesn’t stop after the party: I have it on good authority that Cake Group also added tips to every Verizon store on DROID day (11-6-9) to clue people in to the new Motorola DROID. While Foursquare may not be completely mainstream yet one thing is for sure – the people that ARE using advanced socialnetworking services are the ones who are buying these new mobiile computing “phones”. With the proliferation of these advanced communication devices it’s only a matter of time before everyone is using one. Until then we have companies like Motorola and Cake Group who are using branding purposefully to guide us along the way.
For branding and social media insights check out my Posterous.
Facebook recently released a touchscreen optimized interface for phones such as the iPhone and android models. It’s interesting that even though Facebook is one of the most downloaded socialnetworkingiPhone apps thatFacebook is still continuing to optimize the mobile web on many different fronts.
Considering they just launched their newly redesigned homepage in a more streamlined newsfeed focused way it makes me wonder if this addition is within their overall brand vision for their user interface and user experience.
One thing I DO like about the new Touch interface is the Phone section (Also notice the new notifications red icon in the upper left corner). It focuses on who you can call, as opposed to the mobile interface which focuses on all your friends and pointing out who has their phone number listed with a phone icon.
What do you think about the differences? Not enough? Too much? What other changes should be made?
Sometimes not everything goes according to plan. When Tagged.com recently changed their registration process traffic to their site spiked. In this case study I take a look at the spike in relation to the circumstances surrounding it. I answer whether or not the spike was a reaction to events or the spike itself affected Tagged.
Texas Attorney General Greg Abbott announced today that the state of Texas had reached an agreement with Tagged, Inc., a socialnetworking site that was accused of tricking users into providing access to their address books. As part of the agreement, Tagged has to pay $250,000, which includes the cost of the state’s investigation.
After Tagged had access to a user’s address book, the socialnetworking site sent messages that appeared to come directly from the user, offering to share photos with the recipient. When a recipient tried to view the pictures, which often didn’t even exist, they were prompted to sign up, giving Tagged access to their address book and continuing the deceptive practice.
For branding and social media insights check out my Posterous.
I started this 30 Days To A Better Brand series with the intent to write an article everyday for 30 days. Sometimes intentions can not be synced up with actualities. My business started getting much busier so I had to decide what was more important- sticking to the plan or going with the flow. This is also the decision your brand must face in business.
I personally decided that doing what I had to do for Esultancy (my new socialstrategy firm with Oz Sultan and Khayyam Wakil) was of more pressing importance than sticking to a regimented posting schedule. This is a valuable lesson for all brands. When an opportunity presents itself that is more pressing you should shift to accommodate it.
The main criteria I gauge how I deal with situations are based on how pressing it is, how opportune it is, if it’s “on brand” and if it will net more money in the short run than the other project being displaced. While blogging can be lucrative and elevates your profile thus leading to money, unfortunately I don’t blog for money.
So I decided to focus on getting my business off the ground. We’re so enamored with the content creation and sharing products that we tend to forget that we’re here to make money. Regardless of using socialmedia for fun, everyone has a personal brand and socialmedia usage can affect you.
Everyone has social equity. What we do in the public eye shapes people’s perception of us and ultimately affects how much money we make. Referrals, appraisals, partnerships and promotions are formed over time. Do what’s right for you and your brand and in the end you’ll do what’s right for your pocket.
For branding and social media insights check out my Posterous.
While it may be your brand you do not actually own it. Your public owns it. Your customers decide what your brand means to them. Once you put your company out there it is now in the hands of the public.
The fact that your audience has final say in whether your product thrives or dies doesn’t change the fact that you still have the last say in the decisions implemented. If a majority of people purchasing your product decide decide they don’t like something either you must change it, change their opinion or become a victim of change.
Changing your brand based on feedback alone is shortsighted. Although there is wisdom in the crowd you ultimately are the professional. Your years of experience coupled with thorough knowledge of the category definitely weights your opinion. Just remember, you don’t pay your bills; they do.
So what do you do?
• Survey your customers with key questions
• List all potential pros and cons at hand
• Compare with competitors and other businesses who may have had the same issue
• Create a mindmap of your business / product / situation landscape
• Map out the best possibility to completion
• Implement your plan in timely phases
• Gauge for feedback
• Adjust accordingly
Not all situations are created equal and neither are your customers. By being aware of your capabilities, your customer’s savviness and the clarity of mind to know the difference between the two, you should be positioned to dominate in any situation you encounter.
For branding and social media insights check out my Posterous.
Socialmedia isn’t just one thing to everyone- it’s everything to everyone.Socialmedia is marketing, PR, advertising, customer relations, branding, influence building and most of all, social. To focus only one area for your brand is extremely short-sighted yet ultimately it may be your best move.
Admittedly as a brand you should be proficient and well represented in all of these aspects of socialmedia. That IS what should be happening but let’s face it- most brands are really great at one thing & need help at all the rest. So what does one do?
You could do a couple of things:
• Be a Jack of all trades, master of none by continuing to spread your valuable resources and energy over many areas.
• Hire a competent professional (employee or agency) to head up the areas that your brand isn’t so savvy in.
• Focus on the area your brand is amazing in and just kill it. Be the number one at what you and over time your other areas will pick up because of how great you are in that niche.
The first solution is never the answer because all of the areas suffer when you just half-ass it. The area that your brand naturally shines in is losing out because you have to take away from it to give to the others. You can only split up 100% so many ways.
For branding and social media insights check out my Posterous.
I know we’d all like to think our brands are original, given to us by divine inspiration – but they’re not. Regardless if youre just starting out or have been in business for many years, we all are influenced on a day to day basis.
All of your past experiences, biases, likes, dislikes and predispositions all affect your decision making process. You also must account for anyone else who influences the brand. This includes key internal players in messaging, imaging and managing among others as well as external influencers of customers, competitors and partners. Add all of this to the influence of pop culture and media consumed and you have a tremendous amount of influence.
With all the forces vying for dominancy what can you do?
• HUMANIZE: Start thinking about your brand as a human. Each and every human has a personality with likes and dislikes.
• PERSONIFY: Create categories where you can list your brand’s preferences in music, art, literature, movies etc. The sky’s the limit here.
• SPECIFY: Give your brand specific attributes. If it were a human what would it’s demographics be? Gender, age, race, income etc
• ANALYZE: Analyze all of these attributes and figure out what feeling your brand conveys. Is your brand a posh upper east sider that comes from money and summers in the Hamptons?
• ATTRIBUTE: Based on your brandpersonality analysis what clothes should your brand wear aka what are it’s coloring, styling & imaging attributes.
• SYNC: How do others regard your brand? How do you want your brand to be received? Now that you know how your brand looks & who your brand is you need to make sure that the words coming out of your brand’s mouth syncs up with your image.
We as humans are always changing. New influences come into out lives daily and must be acted upon. Your brand functions in the same way. It’ll always be the same “person” at the core but it must be flexible adaptable and aware of decisions to change on a concious level. Remember, you are what you “eat”.
For branding and social media insights check out my Posterous.
Go look at something. What’s your first impression? That’s what counts. When people say first impressions are the most important this needs to be paid attention to, especially for your brand.
Your potential customer takes in everything about your brand at the point of contact. Your colors, fonts, wording and text shapes, and graphics all affect their purchase decision. What message is your brand conciously and subconsciously conveying?
Is your target market accurately receiving your message visually? What is the feeling your are looking to convey? Designing a brand that communicates your message effectively is so much more than colors text and image.
The most powerful brands know how to strike a balance between all of these elements. Any designer worth their salt knows that there’s a limit to the amount of colors, fonts, graphics and the scale and placement of all of these elements. The Golden Ratio is a good guideline to test this crucial balance.
People are generally intuitive. If you want to know how it feels to your custom er put yourself in their shoes. Envision yourself AS them, down to the precise specifics of their demographics. Are you a stay at home mom with 3 young kids concerned with family values and on a budget? Well now you are.
Separate your head from your heart then bring them back together. How does your brand feel to you? Now how does it seem to you logically? This is exactly what your potential customer is going through.
Take the time to account for your brand’s intangible qualities and you’ll see tangible reults in your bottom line.
For branding and social media insights check out my Posterous.
Passion and romance do NOT make a relationship. They’re not sustainable in the long run. Ask anyone who’s been in a long-term relationship. They are key attributes but not essential. This goes for brand-customer relationships especially.
What’s mutually sustainable over time is love, respect, common interests and the ability to make the other person smile. Passion and romance are a sprint. Love and the above mentioned attributes are a cross country race. A burst of passion is needed every now and then to invigorate the relationship but what is truly needed in the long run is endurance.
A brand’s ultimate goal is to have a customer from cradle to grave. This also plays true for the customer. A customer doesn’t want to have to change brands often. The less thinking a customer has to do about their purchase decisions the better.
People are bombarded with tons of decisions they have to make every day. Make their lives simpler and they’ll thank you for it by purchasing often. Some things you can do to make their decision easier:
Keep a consistent brand imaging and messaging on all fronts
Encourage discussion especially feedback. Your customers are your lifeblood. You should know if they’re unhappy even before they’re dissatisfied. Got that?
Make interacting fun and interesting. There’s nothing worse than having the same corporate message drilled into your head over & over again.
Foster innovation internally and externally. Some of the best ideas come from customers and workers from different departments. Remember the wisdom of the crowd.
Reward for short and long term. By giving people short term rewards you satisfy their need for the now. Giving them long term rewards allows them to strive for something greater thus having a better retention rate all around.
Remember, you’re in this relationship for the long haul. Your customer is that hot blonde at the bar that everyone is eyeing and making moves on. Why should she stay with you? Give your customer enough of an incentive not to go anywhere and you’ll be the one reaping the rewards.
For branding and social media insights check out my Posterous.
Know that old truism 80% of your business is from 20% of your clients? Well the same goes for word of mouth. Numbers are all well and good for surface value but in actuality a small group of your customers are fueling your business.
This small group of people are your brand evanglists or ebrandgelists. These are the people that are rabidly consuming your product or service. These are the people that are publicly and passionately promoting you. These are the people who are your online an offline digital soldiers. They make your brand viral in a way that counts: amongst their trusted circle, their friends.
What are you doing to cultivate this group? Are you rewarding their behavior? Are you encouraging them to ebrandgelize you more? Do you have a special incubator to allow these ebrandgelists to connect with others like them?
Whenever you encourage ebrandgelists to interact with others like them this allows enthusiasts to solidify their beliefs and actions through other enthusiasts. Setting up a system of rewards and encouragement creates an environment where people feel cared about by your brand. This ultimately drives them to utilize your product or service more as well as tell others about their wonderful experience.
People LOVE to be passionate about things. Give them a reason to be passionate time and time again. Being passionate about something makes them feel good. Feeling good allows them to connect with others in similar situations. People look to connect with like minds because humans are intrinsically social creatures.
Large numbers are important because it sends a message of prosperity to the masses. The numbers you need to focus on are the group of people most passionate about your brand. Passion is infectious. Give your ebrandgelists a reason to spread it
For branding and social media insights check out my Posterous.
