We know that brands are most effective when all their elements – logo, packaging, advertising, retail presence, service experience – come together as a single unique personality. Yet, in today’s world of marketing, our means of communicating have never been more fragmented. Thanks to social media, brand messages are literally delivered in bits and pieces: a Facebook comment, a 140-character tweet, a Pinterest image, a LinkedIn update.
While the benefits of social media are many—opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data—the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms. It’s one thing to keep a brand consistent across television, print, and online; it’s quite another to manage a brand across Facebook, Tumblr, Google+, and whatever new platform emerges next year or next month. Add in a noisy chorus of consumer and competitor voices and it may feel like the brand idea is stretched to its limit.
Read the rest on the Canadian Marketing Association Blog.
Up next: Why a powerful brand idea is still an essential building block for a strong business.
For more on this topic, see my white paper, Why the Brand Idea Still Matters in the Age of Social Media.