I was having a conversation recently with a really creative branding agency to understand what they saw the role of social networking to be within the branding world. They showed me beautiful work, worthy of an award winning branding shop. But as I reveled in the beauty of their designs, something seemed to be missing but I wasn’t sure what.
As our conversation drifted toward the subject of branding in the new social networked world, I was curious to see how a branding agency was dealing with this branding paradigm shift. As we continued our conversation, it started to become clearer to me what I sensed was missing earlier. It became clearer that the agency and I were having a conversation but at two entirely different levels. To this branding agency, their focus was on how they would communicate a corporate strategy most effectively within the normal branding elements – the website, the stationary, product marking, trucks and the like. The focus was on the visual representation of the brand’s strategy.
Important work, but I realized that this was more limited scope than I was thinking. I was talking about how the very definition of branding needed to change to encompass the new reality of our highly evolving and interconnected Internet world.
It was then I understood what the new way to brand should encompass.
This new way to brand leverages the relationship between branding, buzz and the business of business. It is about integrating how the brand looks, how the brand conducts conversations, how the brand utilizes communities to propagate a strategic branding positioning. The new branding paradigm is about how brands involve Judy Consumer in the creation of their brand story.
Now that’s turning the model around and the possibilities begin to flow from that reversal. The branding fun has just begun.
Filed under: brand awareness, Communications, Corporate business models, Digital Agencies, social networks Tagged: | advertising agencies, brand awareness, digital marketing, Judy Consumer, judy shapiro, social media, social networks