By becoming the body and soul of 21st century businesses, uniquely compelling brands championed by passionate leaders are driving growth and a new kind of company with a competitive advantage. Companies that are benefiting from what is called “Branding Excellence”.
STRENGTH AND EXCELLENCE
A strong brand is characterized by a strong promise, and that definitely includes a stronger and more extraordinary way of delivering on that promise that is at the core of every brand. In a world full of products and brands, people are looking for simplicity and convenience, it is what they really want. Therefore, strong brands help them to choose between alternatives in the market by increasing the value of these products and services in terms of user satisfaction, perceived benefits, etc.
Today, brands are switching online trying to target as many potential customers as possible. Online branding, advertising, and publishing have a distinct and exciting advantage over their print partners. It’s all narrowed down by third-party ad servers and tracking software that measure impressions, clicks, and sometimes conversions. Today, advertisers can assess the actual performance of their online campaigns, from how many “impressions” were delivered to reach and understand which sites provide the best response rates. But how does that relate to a brand?
EXCELLENT BRANDS GO DIGITAL
The answer is quite simple. Messages conveyed online, whether through an advertisement or an awareness (identity) campaign, are based on images and experiences (as it has become essential in building customer relationships) that are intelligently presented to persuade without disturbing. Success here is measured by indicators such as brand awareness, brand image, mind share, and recall. Leading companies across the world are now turning to online media forms to create online content for their clients and targets.
Pepsi Entertainment, for example, has partnered with Berman Braun to create original online content. Berman said his company would provide opportunities that are not in the realm of traditional advertising. “We’re not creating ads for Pepsi. It’s about scheduling and creating content that can be Pepsi-branded.” Please note the fact that Pepsi is not creating ads, this is part of the branding and awareness strategy. With the goal of integrating its brands into pop culture, Pepsi Entertainment was launched and previously had branded content deals including Pepsi’s online music platform that hosts concert footage, artist interviews and music news. “We’re always looking for new ways to expand, particularly with online TV,” a Pepsi representative said.
INTERACTIVE EXPERIENCE
Another great example comes from Etihad Airwaves in the United Arab Emirates. The airline recently created and launched an “Etihad Experience” microsite. It features a 3D tour of the services provided and also features a variety of video interviews with key members of staff, including food and beverage managers on board. Surprisingly, the site is not yet available in Arabic, although it is available in English, French and German. The microsite offers an inside look at the company’s products and services and some real insights for customers. This inevitably creates a new connection with customers who can already book and bill their tickets through the Etihad website. This new addition further elevates the image of the brand and the interaction with the client also becomes a little more personal. It is an example of great brand excellence as it follows the customer, provides insight (which builds trust) and also demonstrates how the company has grown and is evolving. The microsite can be viewed directly from the Etihad Airways home page by clicking on the ‘Interactive Tour’ link.
On the other hand, Starbucks, the global chain of coffee shops, is now also venturing into the online experience. “It was important to us to reach where consumers are and provide them with a valuable and meaningful brand experience.” Says Alexandra Wheeler director of digital strategy at Starbucks (The interview can be found online through Brand Week and other brand websites). His online journey began with the launch of the “My Starbucks” idea last March. It’s an online community where customers and partners can connect and submit their ideas, vote for other people’s ideas, or add ideas to the community. You can also see what Starbucks is doing with those ideas through our “Ideas in Action” blog. An important note to mention is the fact that the community has over 75,000 ideas on average at the time of the interview with the chief strategy officer.
“In its first year, we triggered 25 ideas through that program. It’s an important way to co-create through that program, to inform business decisions that were in the works or in the making. For example, we wouldn’t have had music on our stores if it wasn’t for our partner here, Timothy Jones, or so many different creations of our drinks, take what’s happening in the store and put it online.” Wheeler adds. When it comes to social media, one of the key priorities for strategic planners to think about is that brands need to connect in ways that are relevant to those environments and to consumers. One of the most powerful ways is to share content that has become part of our daily lives with files, music and movies being shared on the web through P2P software and websites every day and in large numbers.
EXPERIENCE SHARING THE EXPERIENCE
By sharing an “experience” with a specific tone and format, the bond will be made in the client, the interaction between brands and clients will deepen, becoming more personal and more complex. Last August, Starbucks became the most popular brand on Facebook with more than 36 million followers. Adds Alexandra Wheeler: “When we first came to Facebook, there was certainly a very small community gathered around our brand. Our brand is so relevant and part of people’s lives, but how do we nurture and grow and build that and do it in a way that’s a balance between providing relevant and meaningful content, experience, and offers to those communities so that their connection to the brand really adds value to Facebook or Twitter? like relationships. this space the right way.”
DRIVING TO THE EXPERIENCE OF CONNECTION, THE RELATIONSHIP
Brands love emotional connections and human connections are one of the biggest entry points experts have as the experiments in this space continue to grow and mature. Another is translation and understanding whether these communications add value to the bottom line and the business, and as Alexandra Wheeler points out, and she believes they do.
Online brand excellence is about the user experience, a relationship built on strong codes and values developed throughout the branding phase and identity creation. This is a way to increase the value of products and services in terms of user satisfaction and the other criteria of a brand. It is not a public relations initiative. It is cultivating and creating great consumer value and great consumer relationships. It all starts with concept and strategy leads to graphical implementation, but today it goes above and beyond to take it to the next level and keep satisfied customers coming back for more.