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Are Kids Using Social Media to Build Their Brands?

Are Kids Using Social Media to Build Their Brands?

Is it possible that our children are using social media to build a brand?

I had the oddest thought the other day when I sat down to write about social media as a powerful business communication tool.  As I watched my son staring at his phone for what seemed like an hour I had to ask him what he was doing.  He explained he was checking his Twitter, Facebook, Snapchat, and Instagram.  It dawned on me that he in essence is creating his own brand using the very tools businesses use to market themselves and increase their brand awareness.

As with any business that uses social media to market to the masses our children unknowingly exhibit the same attributes.

Why would I say this?

Well, one day a college recruiter/scout or future employer may want to know who they’re bringing on board and one of the first things they’ll do is check their social media to get a good picture of their values and type of life they live. They want to know what this person is about just as a consumer wants to know about a product or service.

A survey commissioned by the online employment website CareerBuilder has found that 37 percent of hiring managers use social networking sites to research job applicants, with over 65 percent of that group using Facebook as their primary resource.

The data is based on a nationwide survey conducted by Harris Interactive in February and March, according to a press release from the company. Researchers asked more than 2,000 hiring managers and other human resources employees if they use social networking sites to inform hiring decisions and, if so, what kinds of information they looked for and whether or not those findings hurt candidates’ chances.

Researchers found that 37 percent of the companies surveyed used social networking sites to pre-screen candidates, and 11 percent said that they planned to start doing so in the future.

To maintain a positive brand, here are a few simple rules that should be considered when using social media:

1. Keep it Clean

In a world where big brother is always watching and information never goes away, the content should be free of bad words, thoughts and actions.  The message has to be clean.  If I went to a company’s social media site and saw they used bad language or it contained violent content I wouldn’t be interested in their product/service.

 

2. Be Diverse

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I looked at all of my son’s social media accounts and wondered why he needed to have so many.  As I looked at his friend lists I noticed he reaches a diverse target audience and gets a lot of information from different people.  By having the various accounts he has created a huge network of followers and it continues to grow daily.  I began to truly understand why companies use various social media tools to market to their customers.  It’s almost key in increasing your social network and target audience.

 

3. Keep it Positive

I remember the first time my son signed up for Instagram.  His dad told me to look at the page and pointed out it tells you his story and what he values most.  As I scrolled through his pictures and posts I could see he’s into sports, family, friends, and having clean fun.  I didn’t get the impression he was a bad boy, I could see he’s a good, well rounded kid.  Anyone who uses social media is basically telling a story about themselves, they’re communicating a message to an audience. That is what branding is all about. Aim at building interactions that evoke positive emotions. You only get one first good impression and one shot at selling your story.

 Think Different

All in all, after watching my son I found it interesting that at the end of the day he uses social media just as a business uses it to communicate with their customers.  The content he shares or the friends that he has are critical to his image/personal brand.

Anything negative can potentially have an adverse affect on his future.  Doesn’t this hold true for businesses and the the content they communicate to the outside world?

I never thought of my son was using social media to build a brand until I saw him using social media. When I thought about how businesses use it to communicate I realized that’s truly what my son is doing.

The Power of Social Media

He has access to free marketing, has a huge network of followers that he communicates with on a regular basis, and he’s telling a story that others will look at.  Be responsible with how you use social media because if you’re not careful, it can come back to bite you!

Checkout this infographic: Reppler provided statistics from 300 professionals involved in hiring.  

What they’ve found is companies are relying on Facebook and Twitter more and more to recruit people because they’re looking more into the person’s character opposed to just their work history.  Recruiters are looking at social media early in the hiring process.  Companies want to know what surprises might be lurking from new hires, Indeed profiles or stellar resumes simply doesn’t cut it anymore. 

Ways Employers Use Social Media to Recruit
Ways Employers Use Social Media to Recruit
3 Basic Reasons: Importance of Social Media for Your Business

3 Basic Reasons: Importance of Social Media for Your Business

To every new business owner: Here is the Importance of Social Media for Your Business.

[inlinetweet prefix=”Tip:” tweeter=”@stancebranding” suffix=”#socialmedia”]Social Media is the greatest tool at your disposal.[/inlinetweet] Don’t mistake it for just another fad that “kids these days” are talking about and be resistant. Embrace it, love it, and use it.

Look around, this is the new age. The 80’s, 90’s, and even early 2000’s promoting is a thing of the past. Yet some of you still channel your inner Monty Python, throw hands up, and book it, screaming “run away!”I get it. Social Media is daunting, but just like Michael Myers, it will creep up on you slowly no matter how fast you run.

So if it is here to stay, and you want to stay, how can you effectively use it? I have three suggestions that can be used in very simple, basic means.

1. Recruiting:

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Long gone are the days when a paper resume was the only thing that told you the story of who an applicant was. Now employers have a life story at their fingertips. Is this person a good fit? Well he is passed out drunk in his Facebook profile picture. Not very flattering.In order to be successful, surround yourself with successful people who are going to work hard to succeed. Use Social Media to research. Chances are you will find the right person who worked to create positive content to be noticed instead of the wrong one who has pictures of themselves after 20 shots.

 

2. Simplicity:

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Hey, great news. You have a message right? Good, unfortunately chances are we won’t remember all of it! But have no fear! People don’t need to remember EVERYTHING, just the basics, Social Media does the rest. A slogan or tagline is a great way to get people talking, or in some cases overly annoyed enough to start Googlin’.  As you’ve probably heard, “15 minutes could save you 15% or more on car insurance.” Quick, easy to remember, and catchy. GEICO uses this tagline to capture the attention, they don’t drone on about HOW you are going to save 15% or more, they just dangle the bait and get you hooked. Keep it simple on Social Media.

 

3. Sheer numbers:

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Every business owner should be comforted by this statistic: Facebook has 1.3 Billion active monthly users, according to Statistic Brain.Let that sink for a moment…1.3 Billion. That is 1.3 Billion people that are part of social network you can connect with. Facebook is not stationary anymore either, it is accessible almost everywhere. Mobile Facebook users are numbering over 680 Million. Our culture is evolving, will you evolve with them?

Start with basics. Use Social Media to recruit, keep your message simple, and connect with a growing social world. The key is consistency and focus. You should be excited by the points above because they serve as basic, fundamental, building blocks. Don’t go crazy, your message will spread you don’t have to be active on every Social Media platform to be successful. Start small, stay focused, aim big.

Why have a Brand with Purpose

Why have a Brand with Purpose

Why have a Brand With Purpose?

Consumers and marketers have conflicting ideas about brand purpose: They disagree on where brands should concentrate their efforts, and on which people are most receptive. As reported on a new research from the World Federation of Advertisers.

Only 40% of marketers thought that listening to and acting on customer needs was important to brand purpose, but in a parallel study by PR Agency Edelman, consumers chose “Listens to customer needs and feedback” as the number one attribute that builds brand trust.

The traditional function of brand positioning has come to a standstill. In other words, it is more rewarding to find your brand purpose and promote it, rather that promoting a competitive edge. One of the Key speakers at the IMC Conference, Jonty Fisher explains why.

“Having a clear and well established purpose for your business will help create much more relevance with consumers by focusing on what is a brand’s real motivation: What is the WHY underneath the HOW and WHAT that you do, hence seamlessly connect with the consumers on a belief and purpose level; as opposed to something that is purely based on a functional benefit that might not necessarily move them emotively. As we know consumer make decisions based on emotive benefits and post rationalize decisions based on the functional benefits that the brand holds. In summary, your functional benefits are your permission to play but your emotive or purpose is your way to win in modern market.”

 


This is the way forward from the standstill in modern market that will enable marketers to reach their intended consumers. This is what Stance Branding Agency thrives to provide all its clients on a daily basis.

 

What is Purpose?

Purpose is the deepest expression of a brand, drawing on its essence to determine its path in the world. It captures the relationship between corporation and community, touching on the financial, social, and environmental arenas. Today, people think of companies as corporate citizens. They expect companies to put their skills and resources to work for the common good, and they’re ready to reward those that do.

In China, 80% of consumers say they are willing to pay a premium for a product that supports good causes, compared with just 28% in the U.K. and 39% in the U.S. In India, it’s 71%, while 55% of Brazilians and Malaysians are prepared to pay more.

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What is Brand Purpose?

Brand purpose is a natural outgrowth of the values embedded in your corporate culture. Call it corporate citizenship or corporate social responsibility; companies that have integrated this approach into their business strategy are seeing the profound benefits of taking an active role in changing the world. Social good and business good are deeply entwined in today’s corporate model.

The WFA surveyed 828 brand marketers from 33 countries, representing more than 400 companies and together accounting for $170 billion in global marketing spend, via email. The Edelman consumer study, which surveyed 8,000 consumers in 16 markets, makes it clear that brand purpose in 2014 is more about customer relationship management than corporate social responsibility.

Mr Loerke added, “It becomes clear that purpose isn’t necessarily about saving the planet. It doesn’t have to be worthy per se; it can be about taking small and meaningful actions.”

Marketers may be convinced that having purpose is crucial: 88% agreed that it is increasingly important to building brands. That is why huge companies are changing their marketing strategies with marketing campaigns to ensure they have a meaningful brand that appeals to the public in an deeper, emotional level. Showing that they are part of consumers’ lives and not just pushing for their products and services blindly, because the consumers are the market kings thus dictating the markets share.

Meaningful-Brands

What drives your Brand?

Purpose driven branding, while not new, has taken on new significance in this era of anxious consumers; not to mention anxious employees. A company that looks at its brand and asks not simply what promise does it make, but what purpose does it serve, to its customers and its shareholders, and brings this purpose to life through every customer experience will be the company most likely to beat its competition.

The consumers have spoken, and if any marketer wants not only to remain in the modern market but also remain relevant and profitable; they have to embrace this ideology. That’s why here at STANCE we help you answer the question “What value do I provide?” in a positive way, hence at the end of the day both your brand and your audience benefit.

“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.” ― Howard Schultz

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What Our Logo Reveal Means

What Our Logo Reveal Means

Can you communicate a concept in approximately 5 seconds? We attempted to do just that.

Challenge:

Communicate what STANCE stands for in 5 seconds…

Results:

A 5 second logo reveal animation. Here’s the breakdown…

Before reading this, watch the video below and see what you make of it. Then come back and read the creative direction behind it.

 

The Breakdown

The STANCE logo reveal opens with 5 bars which stand for the 5 counterweights that we leverage to elevate a brand.; Purpose, Strategy, Design, Video & Technology.

This results to the “Λ” icon which we call “the elevation symbol”, that also stands for the “A” in our logo.

As a result of leveraging the 5 counterweights, a brand is elevated- this is reflected in the transition as the elevation symbol elevates and fades out at the top of the frame.

The final frame fades in show our full word mark. It fades in, in an upward movement to reinforce what we stand for followed by our tagline “Elevating Meaningful Brands™ to declare our positioning.

Simple!

Watch video below and let us know if we nailed the concept or not…

Brands Realize Being Meaningful is the New Black | Whirlpool Case Study

Brands Realize Being Meaningful is the New Black | Whirlpool Case Study

Whether you agree or disagree, I think it’s pretty obvious that most brands have realized that being meaningful is no longer an option. We have always know that customer is king, so how do you talk to the king? Actually, you will be surprised to find out that it is quite simple. You achieve that by speaking in a language that the king understands.

Right now, consumers want brands that carry a deeper meaning beyond their core product or service offering. They want brands that support the causes they believe in, they want meaningful brands.

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A study conducted by Havas Media (who by the way coined the phrase “Meaningful Brands”) revealed some shocking statistics…

Most people worldwide would not care if more than 73% of brands disappeared tomorrow.

That’s insane!

Think about all the money spent globally on marketing, communication and public relations. Then think that for more than 73% of the companies who are spending it, their brands wouldn’t be missed if they disappeared entirely.

Only 20% of brands worldwide make a significant, positive effect on people’s well-being.

 With these shocking statistics, it’s no surprise that brands are doing their best to adapt or die. Read industry news and you will see all sorts of desperate efforts to be meaningful. From publicizing how your company supports the local cancer awareness foundation, to sponsoring kids from developing nations, to others rethinking their entire approach to Marketing via full-blown campaigns.

Major brands are adapting

A few days ago, I came across such a campaign by the veteran brand Whirlpool. The mega corporation markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Consul, Bauknecht  and other major brand names. So when they make such a move, you know it is something worth looking into.

While I might sound angered by these attempts of what others would call “fake” or “rigged” ways to buy into what your customers (kings) want, I personally think that any attempt whether forced or genuine is a move towards the right direction. This specific 103-year old brand is making steps towards the right direction and adapting to change.

PROOF: The Whirlpool Case Study

WHIRLPOOL BRAND CHALLENGES INDUSTRY MARKETING NORMS; CHAMPIONS THE IMPORTANCE OF DAILY TASKS

The above is the headline in a press release for Whirlpool’s new campaign “Every day, care™”. The veteran brand aims to transform cold machine mentality into acts of love. Emotional branding is a powerful thing, our friends at Emotive Brand know this best.

Watching videos from this campaign and monitoring Whirlpool’s social media interaction, you can tell they are making a shift to be a meaningful brand.

Whirlpool has shifted from trying to sell features and benefits to reminding people that each act performed with one of their appliances is an act of caring. This in itself is a meaningful stance. By taking this position and positioning their brand as one that promotes care, people can relate to them at a deeper level. I was surprised the other day as I strolled around my local Lowe’s store Whirlpool appliances caught my eye, even though I had never paid attention to the brand much prior to this. As I mentioned earlier, judging from their social media, engagement, the brand is making waves and people are responding positively.

everyday-care campaign whirlpool

Still, I find it fascinating that brands are just now seeing the need to be meaningful.

So, how does your brand take a meaningful stance and position itself as a meaningful brand? Is it possible? Is it too late? Let’s take a look at how we did it. Hopefully this will shed some light into how you can tap into your own unique purpose

STANCE: The Meaningful Branding Agency

When I founded STANCE, I didn’t look at industry trends, or what’s “hot” in the market right now. I looked within and asked myself one questions: “What kind of company will I look back at the end of my life and be proud to have built?”, the answer- a company that truly positively impacted people’s lives. Later came to realized they had a term for it, “meaningful brand”, hence the meaningful branding agency was born.

This is not just something we say to be cool, we truly believe that great brands stand for something and that brands that commit to a meaningful STANCE—and those who engage with them—win.

That is why our purpose is to be advocates for all meaningful brands. We envision a world where brands genuinely exist to positively impact the lives of those they serve. This is reflected on our purpose which is to elevate meaningful brands so they can elevate the lives of those they serve.

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A Reflection on your brand…

[inlinetweet prefix=”” tweeter=”” suffix=”#MeaningfulBrands”]How is your brand impacting the lives of those you serve? [/inlinetweet]Have you taken a meaningful stance? What kind of legacy will you leave for your children and grandchildren? Is your brand meaningful? Only you can answer those questions honestly.

Branding is all about Consistency

Branding is all about Consistency

Maintaining brand consistency is extremely important for any business, as it’s the key to successful branding. To avoid confusing your consumers you must deliver a consistent message across all advertising channels. You must stay relevant and bring fresh, new ideas to your campaigns while ensuring that everything you do remains consistent with your brand message if you are to achieve successful branding over time.

The first way to maintain brand consistency is to keep your visuals consistent. Whether it’s on newsletters or on billboards, the images and colors you use across your campaigns should correspond with one another. If your company has a friendly, youthful look in your ads, don’t give your emails a stuffy, formal aesthetic and vice-versa. Paying attention to little details like these will greatly improve your brand consistency over the long run.

 

The second thing is establishing your voice. Your voice is the personality that you use to communicate with your customers. Your company could be geeky and smart, quaint and old-fashioned or elegant and refined. Whatever the persona, make sure to be consistent across all of your marketing efforts. This will ensure your customers remember you much better.

Brand consistency is an absolute necessity in this day and age where marketing stretches across so many different mediums. Standardizing your brand will help you build relationships and maintain your customers’ trust over time. It’s been proven that customers are more likely to choose the brands they are more familiar with; and the best way to achieve that familiarity is to have clearly identifiable images and messaging in your communications so that there is no confusion about who your company is and what you do.