Your digital brand is visible across multiple channels on a global scale. This 24/7 exposure requires you to keep your marketing messages tied to your brand ideals in an authentic, transparent way. By managing your brand accountability, you can get people to fall in love with your brand. This is important because consumers tend to make buying decisions for emotional reasons.
Social media is a powerful marketing tool that lets you put a human face on your brand and personally connect with consumers. If you employ quick, public social media interactions that are consistent and authentic, you can foster the kind of goodwill that creates brand ambassadors. You can also successfully manage negative online comments, which might otherwise damage your brand reputation.
The concept of being a “good guy” brand makes excellent business sense because companies that go good generally perform better. Surveys show that consumers like to support brands that are good citizens because it makes them feel like they are also making a difference in the world. To be effective, your brand’s social commitments must be part of your brand’s purpose and seamlessly align with your business goals.
Branding, marketing, and advertising are all tools you use to help promote your business. They help you acquire and retain customers as well as drive sales and profits. These elements are all closely connected in purpose and tend to feed off one another, making it easy to get them confused. Understanding the differences can help you develop more focused business initiatives, and maximize the effectiveness of each tool.