The best practices for improving your brand has so many angles that you might have trouble knowing how to balance everything. A true middle ground comes in one aspect that all companies should think about after creating a brand they know will stand out. As well, thinking about new and creative ways to use social media can take the improvement of your brand to levels that become an answered company dream.
The Magic of Being Consistent With Your Brand
In the business and corporate world, changing a long established brand sometimes becomes a priority when there’s worry customers might be bored with a longstanding look or style. The truth is, being consistent with a brand that’s worked without fail is a true key to sustainability. This can apply just as well to a younger company that perhaps wants to give some tweaks to their recently established brand.
Of course, the word consistency can be a broad term. Sometimes you can change a few things without changing the things that have worked like a charm.
What Should You Change and Leave Alone?
Advertising is more likely the place where the changes can occur without repercussions. The things that shouldn’t change are the business practices that customers have long come to expect from a brand. This might involve customer communications and the organization of a website that easily helps people find what they want. Then again, there’s something to be said about advertising that establishes the same theme.
Some national brands still use the same characters in commercials that are long associated with the product. There’s a nostalgia factor at play in some of those cases. It’s a move where Baby Boomers and Generation X can become a lucrative market in remembering a certain branding that they grew up seeing in pop culture.
A newer company should try to nurture their logo or character associated with their branding so it becomes a meme in digital media. Changing it early can potentially throw everything off so the public won’t be able to connect your product to images or ideas that are already embedded in their minds.
Compelling Use of Social Media
One way to utilize the above consistency is to utilize new and creative tools to social media so your brand can become ubiquitous. One of those methods is in using real-time content marketing so you’re right up on current events. Oreos might have tried this during this year’s Super Bowl, though it doesn’t mean it can’t be tried again in new (however legally careful) ways.
The use of imagery on social media also can’t be said enough. In our image culture, using your brand in visual ways through social media videos will make a huge difference in infusing the brand with staying power. Figure out ways how to use your logo or products in visually creative ways that make for a dramatically compelling (and perhaps comedic) video or digital image.
And, yes, that word compelling should be taken to heart. Even if you use some comedy, there has to be an exciting reason why people should consume your brand. Give it a true rhyme and reason for existing while being clear that it can make a true difference in someone’s life.