In digital age branding, there’s a glaring misconception. It involves social media and traditional brand names. Some branding agencies believe that the two just can’t get on – but we beg to differ.
When social media is employed by brand names that have been established for decades or more, it demonstrates that there are people behind the brands who are ready to move into the future and to listen to customers in a manner that this century dictates.
Old Brand Names, New Social Media Marketing Endeavours
Established brand names’ ventures into the realm of social media show consumers (and existing, loyal clients) that those brand names are ready to evolve and to meet contemporary needs – a point too many failed brand names have missed. The willingness to learn about social media marketing demonstrates a willingness to satisfy clients, even if that means the brand names will have to step out of their comfort zones.
In 2013, the well-established brand, Rolex, which had made very few adjustments to its brand strategy for nearly 110 years, made the decision to delve into social media with a Rolex Facebook page. The brand identity was not compromised; to the contrary, it was propagated by avoiding random posts and strictly adhering to the communication of quality, relevant, and valuable information.
The initial fear, for Rolex, was that social media would ‘cheapen’ its image; however, they combatted that prospect by sticking to posts that their target audience would take interest in, and those that would garner the type of high-quality, upper-crust engagement they had been building for more than two centuries.
Rolex made it happen, and so can you. Here’s what modern social media marketing can do for time-honoured brand names:
- No matter the age of the brand names, it illustrates that the people behind those brands are flexible and willing to fine-tune their brands’ experiences as they move into the future.
- It builds human-to-human relationships that may otherwise go untapped.
- It presents the opportunity to tap into existing brand communities, which are full of built-in brand advocates.
- It gives brand names chances to attract new consumers to their brand communities.
- It allows brand names to openly embrace their triumphs and set-backs, which lends relatable, human elements.
- It shifts focus from money to people, which increases audiences.
- By giving followers chances to showcase opinions without templates, it endears brand names to a larger audience.
- It lets administrators connect to current causes and events, increasing traffic and the impact of branding messages.
The beauty of social media marketing is that it reaches almost every type of audience – even the more discriminating types (the ones who are loyal to established brand names). You have the ability to tailor your pages, your posts – everything you say – to your ideal clients. This means there’s no social flavour – only brand flavour.
Social media is proving itself indispensable to all branding efforts, old and new. No matter the age of your brand, a consultation with How to Build a Brand can help.
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For further help or advice on social media marketing for established brand names, please get in touch with us on [email protected] You can also get your daily branding tips at www.facebook.com/BrandExpertTips.