Recently I sat on an industry panel and was asked, “Do branding and stories still matter in social media marketing?” The simple answer, a resounding yes! But not in the ways we used to think about those terms. Marketing has changed, it is digitally centric, constantly connected, ever evolving, and consumer driven. So how can you succeed in this brave new world?
- Remember a brand is a complex organism and needs a consistent voice along every touch point. A defined branding persona makes you identifiable in any content-cluttered platform.
- Have great content. There are three types of shareable information: facts, opinions, and stories. Stories allow companies to speak authentically and captivate their audience by sharing ideas that are “sticky”.
Create a valuable online experience that backs up who and what you represent, and people will feel more connected to your organization.