Branding is still alive The secret behind successful branding

October 4, 2011

They say branding is dead

But what is branding?

Branding is not public relations, advertising or promotion

Branding is not the same as getting the most out of your brand

Branding is the challenge to build a relationship of meaningful value between your company and the world around you. A valuable relationship that will ultimately result in preference for reasons beyond price

IN SHORT Branding is bonding

BONDING:

noun \ˈbän-diŋ\ present participle of bond (verb)

1 To join or be joined securely to something else, typically by means of an adhesive, heat, or pressure. The attaching of a material (as porcelain) to a tooth surface especially for cosmetic purposes

2 To establish or the establishment of a relationship with someone based on shared feelings, interests, or experiences. The formation of a close relationship (as between a mother and child or between a person and an animal) especially through frequent or constant association

Ram Menon, President- Social Computing at TIBCO http://video.forbes.com/fvn/cmo/tibco-cmo-bonding-versus-branding

Bonding doesn’t occur overnight. To establish a relationship, you need to be aware of each other's existence

LEVELS OF BONDING

awareness

identity

connection

community

advocacy

Based on ‘Customer bonding’ (Richard Cross and Janet Smith)

It all starts with the consumer’s need or wish for which he searches a solution. During this search he talks to friends, and reads online reviews and conversations. He finds out what your company has to offer and develops some impression of it

After this stage the consumer might have the first contact with your company. Based on the contact moments he attaches values to your company. Values that are important to him

If open dialogue occurs - based on mutual understanding and equality - interactions will take place. At every interaction knowledge of each other increases, and bonding arises

Bonding creates the trust that is needed to build and maintain long-term relationships with each and everyone your company interacts with

Bonding results in positive contact moments. These moments together form the brand experience. The stronger the relationship between your company and the person becomes over time, the more positive this experience will be

© yabber

‘Emotion, empathy, and cooperation are critical success traits. We’re at a incredible moment when technology and human interaction are intersecting in new ways, and trust, conversation, and collaboration are crucial’

Keith Ferrazzi (Never Eat Alone)

In other words, the key ingredients to successfully bond with your customers:   Shared values and beliefs   Open dialogue   Mutual understanding   Sincerity & transparency   Trust   Satisfaction

‘At the end of the day, it comes down to honest, open human interactions because that's what people like in brand communications. When they feel there's a human being on the other end, it makes them more loyal’

AYTM Market Research

But remember: It’s not about quantity, but about quality. You don’t build relationships on as much interactions with your customers as possible…

‘Shoppers today want to explore and think about how products can improve their lives. They do reconnaissance to gain the insights they need and they’re driven to bond with others and enrich relationships as they learn. They are motivated by a desire to take charge of their own identities and the well-being of their families and homes’

Dina Howell, CEO Saatchi & Saatchi

But if branding equals bonding; than what is a brand?

A brand is a network of associations in the minds of each and everyone your company interacts with. It’s the outcome of the relationship you have with them

All interactions represent value because people attribute them to their experiences, and associate them with their own values and believes

As a result they will trust the company behind the brand, or not. They will feel positive about it, or not. Consequently they want to share, buy or do business with the company, or not

Be aware, you can’t directly influence your brand. It’s in the minds of your audience. But you can manage the brand experience, building a true and personal relationship with the persons your company interacts with

This is the responsability of everyone and every department in your company

It’s about customers’ interactions with all the representatives of your company, day in day out

Engaging customers is the challenge. After all, they're not buying what you're selling; they're buying a solution to their problem or a fulfillment of their need

Unfortunately, consumers state that only 20% of the brands of the organizations they interact with have a notable positive impact on their sense of wellbeing and quality of life. They feel that 70% could disappear entirely without them noticing

Havas Media

So, it’s not about stimulating consumption and possession, but about doing meaningful business. Starting with the (co-)production of products and services for your customers’ needs, and a valuable contribution to each and everyone your company interacts with

Research shows: Consumer expectations of companies’ responsible behavior continues to rise. Nearly 85% of consumers worldwide expect companies to be engaged on global issues and become actively involved in solving these issues

Havas Media

Umair Haque, Director at Havas Media Labs http://www.youtube.com/watch?v=C_vK1r9s3tg

Building a bond with your customers means respecting them. Your customers are in control. Always remember that. So invite them to discuss, co-create, share experiences, ideas and stories, and build meaningful relationships with them

ALSO REMEMBER: Bonding shouldn’t become bondage.

Don’t tie up your customers, or make it hard for them to disconnect

Enrich the lives of your customers, other consumers, and other individuals in the world. Stay true to your relationships and always remember why you are in business

That is what branding is all about. BRANDING = BONDING

Inge Keizer Email: inge.keizer@yabber.nl Twitter: @ingejk

October 4, 2011

Also look at: No customer, no glory -> http://www.slideshare.net/Yabber-Netherlands/no-customer-no-glory