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What does your brand drink at parties?
Posted By Kate Shaw On August 20, 2009 @ 12:03 pm In Social Media | 3 Comments
Social Media is like high school: you want everyone to think you’re cool and hang out with you. You never want to be known as “that boring kid in the back who no one knows jack about”. In an ideal “social media world“, everyone would name drop you as if you were their best friend and the coolest kid in school.
In social media, a brand’s voice and identity is one of the most important components in building their brand online. A brand’s presence cannot be the cold, flat, boring, kid in the back of AP Calculus who no one notices (or cares) is missing from prom night.
Each brand needs to decide who they want the class to see them as:
Are you the super smart kid whose intelligence is to be emulated (or cheated off of)?
Are you the class clown  everyone wants to listen to just to see what witty thing they come up with next?
Are you the one-in-the-know  who knows where to get a copy of the upcoming mid-term?
Possibly are you the coolest kid in school  everyone calls on Friday night to find out where the party is?
A brand’s voice allows their social community followers to get to know what the brand is all about. A consumer who knows a brand’s identity can then decide they like the brand, identify with it, and want to hang out with it.
So how does one go about figuring out who they are?
The goal in social media brand identity can be thought of in this way: If your customers saw your brand hanging out at the local bar, would they know what to buy you to drink? Are you an entertaining brand who does tequila shots? Are you a refined industry staple who prefers a good red wine? Are you a casual helpful friend who deserves a trendy micro-brew? Would you like a little paper umbrella in your Mai Tai?
Think about it. I’m buying the next round!
Article printed from The Search Agents: http://www.thesearchagents.com
URL to article: http://www.thesearchagents.com/2009/08/what-does-your-brand-drink-at-parties/
URLs in this post:
 Image: http://www.thesearchagents.com/wp-content/uploads/2009/08/image001.png
 class clown: http://www.facebook.com/jackbox
 one-in-the-know: http://www.thesearchagents.comttp://twitter.com/WholeFoods
 coolest kid in school: http://www.facebook.com/smirnoffGB
 Go the customer care route.: http://twitter.com/comcastcares
 Facebook Vanity URL Best Practices: http://www.thesearchagents.com/2009/07/facebook-vanity-url-best-practices/
 Social Media Marketing – How to Avoid the Hype: http://www.thesearchagents.com/2012/03/social-media-marketing-how-to-avoid-the-hype/
 Integrating Facebook Comments into Facebook Ads: http://www.thesearchagents.com/2011/01/integrating-facebook-comments-into-facebook-ads/
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