How Social Media Made Branding Relevant

The importance of social media and its problems

Updated 7/24/2018

Social media is a game changer. It changed how we form relationships, how we keep people updated, and how we do business. Any person who wants to build a business can do it with fewer resources that can reach a large audience. The "little guy" has a voice big enough to compete with big corporations. Starting a business has never been easier.

Consumers today have more control over making a purchase decision. Individuals can make disruptive changes to the market where a corporation may have no control over. Before we buy, we can easily search the web for peer made reviews. The car salesman of today cannot easily fool today's buyer. Because of this, we demand more from companies.

The advancement of this technology also created new and unprecedented problems in our society:

(1) The quick spread of bad/fake news
(2) The quick spread of false information
(3) The rapid decrease in a person's/companies reputation
(4) Cyber-bullying
(5) A false sense of connection
(6) Decreased productivity
(7) Decreased attention span
(8) Loss of privacy

Impacting consumers at an emotional level

It all sounds like bad news, however, -- no matter how technologically advanced we get -- this doesn't change how we identify ourselves and how we build relationships.

Sociology states that it is our human nature to associate with social groups. Whether it be tribes, family, friends, school, nationality, religion, brands, companies, clubs, local chapters, sororities or fraternities. These associations are made because of our culture, blood, or how we define ourselves.

Identity is important because we need to feel significant. And what better way to show our significance and individuality than showing -- consciously, subconsciously, or unconsciously -- the world that we are part of a group bigger than ourselves.

This is how brands can become significant to individuals. Companies can form relationships with customers by identifying themselves on a deep level. They connect with every person they come in contact with on an emotional level, whether they are aware of it or not.

A TED talk video on YouTube about Nationalism and Globalism demonstrates how identity is important to us. Although it talks about nationalism and globalism, the ideas presented are synonymous to a business setting.

It is important to take note that as human beings, we need to feel that we belong. Great companies stay true to what they stand for. Instead of actively looking for customers, customers come to them.

The world is full of accessible information -- good information, misinformation, and false information -- and it is becoming more difficult to give our trust to anyone. We need people, organizations, and companies -- who know what they're talking about -- to show us how we should live our lives. Everyday chaos makes leaders, public figures, and brands relevant.

When I travel to new and unfamiliar places -- whether it be in a different city or a different country -- I feel safe buying from brands I'm familiar with. It may be a 7/11 store, McDonald's or Starbucks. I may be in a different country, but because I am familiar with those brands, I feel I'm taken care of.

Brands work because it connects with customers on an emotional level. I'm sorry to break it to you, but as much as you want to think that you "thought" about your buying decision, you're influenced by emotion.

As long as brands remain authentic, relevant, and profitable, they are here to stay.

Let me be clear, branding is more than the name of a company. A brand is a promise. Branding can be the colors you use for your business, the way you do business, the way you treat customers, the system of your business, and other aspects of a business that are both tangible and intangible. Branding is your business as a whole. Simply said, branding to a company is what character is to a person.

Trust is an expensive trait to have. For many, it is easier to fake credentials and scam people. Fortunately, it is relatively easy to be an authentic brand. And branding starts with you.

Earvin Hipol

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