The One Thing You Must Get Right When Building a Brand?

The One Thing You Must Get Right When Building a Brand?

Blog Article

In their editorial, The One Thing You Must Get Right When Building a Brand, Patrick Barwise and Seán Meehan emphasize the enduring importance of strong branding fundamentals in the era of social media. While many marketers hail social media as revolutionary, the authors argue that its real impact lies in amplifying the urgency of delivering a consistent and compelling brand promise. Success or failure in meeting customer expectations is now more visible and immediate than ever, making it crucial to get the basics right.

 

Social Media: A Double-Edged Sword

 

Social media has revolutionized how brands interact with customers, providing platforms for engagement, collaboration, and feedback. Companies like Procter & Gamble, Ford, and Cisco have used social media to foster vibrant customer communities and generate insights into consumer behavior. For example, Procter & Gamble’s Beinggirl.com focuses less on selling products and more on understanding the world of 11-to-14-year-old girls, offering relatable content about their challenges. This approach allows the company to gain a deeper understanding of its target audience, which informs future product development and marketing strategies.

 

However, social media’s speed and reach can also magnify a brand’s sho#rtcomings. For instance, P&G faced backlash when customers alleged that its Pampers Dry Max diapers caused rashes. The company leveraged its existing social media platforms to address concerns directly, ultimately weathering the crisis by maintaining transparency and providing clear, empathetic communication. Similarly, Toyota used social media to manage its reputation during the sudden-acceleration recall, engaging with customers via platforms like Facebook and Twitter to dispel rumors and reinforce its commitment to quality.

 

The Four Fundamentals of Branding

 

Barwise and Meehan identify four key elements that great brands consistently get right. Social media doesn’t change these fundamentals but instead underscores their importance:

 

Customer Promise:

A strong brand begins with a clear, relevant promise that resonates with customers. This promise should guide all marketing and customer interactions. For instance, Virgin Atlantic Airways (VAA) promises innovation, fun, honesty, and a caring attitude. It uses social media to reinforce this promise, scanning travel forums and websites to monitor brand perception and ensure messaging aligns with customer expectations. On Facebook, VAA’s crew members share travel tips, reflecting the brand’s informal and caring tone.

 

Building Trust:

Trust is the cornerstone of a strong brand and hinges on consistently delivering on promises. While operational excellence is critical, brands must also communicate effectively during crises. VAA learned this during the volcanic ash crisis, when its website struggled to keep pace with rapidly changing conditions. By supplementing its website with updates on Facebook and Twitter, VAA managed to keep many customers informed and satisfied, though it also recognized the need for further improvement. The airline now integrates social media updates directly into its website for faster crisis communication.

 

Continuous Improvement:

Social media provides unparalleled opportunities for real-time customer feedback, which can drive incremental improvements. VAA, for instance, responded to customer complaints about redundant security checks by introducing a secure opt-in system. It also implemented a taxi-sharing service based on suggestions from its online community. These changes demonstrate how social media insights can refine operations while staying true to the brand promise.

 

Innovation Beyond the Familiar:

Leading brands use social media to fuel innovation. For example, VAA’s Vtravelled platform caters to travelers planning special trips, fostering engagement through customer-moderated discussions and personalized features like a digital Trip Pod. Additionally, VAA’s open innovation initiative, VJAM, invited customers and developers to collaborate on new ideas, resulting in products like the Taxi2 cab-sharing service and a real-time flight tracking app. These innovations enhance the customer experience while reinforcing the brand’s reputation for creativity.