![]() You wouldn’t talk or act the same in all those different situations, and your brand shouldn’t either. if you get popular on twitter you get your shit caved in by robbers every day ![]() If you get popular on you tube you make $100000 a month. And Twitter is a group of raccoons fighting behind an Arby’s. TikTok is a talent show, a comedy club, and a therapy session all on one stage. LinkedIn is an office party with all your colleagues. Social media isn’t a monolith it’s a collection of different spaces, each with their own in-jokes and norms. The core brand purpose stays the same, but the vibe changes. People will ratio you, ignore you, or hurt your feelings.Īs a result, many brands sound different on social than they do in print, PR, paid media, or on their websites. If your content is boring, offensive, or sticks out like a sore thumb, you’re gonna have a bad time. In other words: your competition on social isn’t just your actual competition-it’s everything around you in the feed. Marketers like us are interrupting those experiences, so our job is making those interruptions… not completely horrible. People are there to kill time, be entertained, and stare at the main character of the day. ![]() Nobody is on social to get blasted with ads. Social forces brands to be adaptable (and we love to see it) No matter how you make your brand story shine, if you live up to your core values, you’re golden. Your voice and look can (and in our opinion, should) bend, stretch, and warp to fit into each space you occupy. That’s crucial, because being seen as different is the most important factor for long-term brand returns. You’ll remember an ad that makes you feel feelings longer than any font or brand color, and those emotional ties are what actually set your brand apart. That’s why intangible assets like your brand’s purpose, story and values are just as (if not more) important than what your brand looks like. But while being well-known is good, it doesn’t always ensure growth. That means that when people think of your product category, they think of your brand. And at Hootsuite, we’ve got our mascot Owly, our colorful visual style, and our “your guide to the wild” brand identity.Īll these tangible assets help make brands salient-or distinct. Old Spice has their signature shade of red, the “smell like a man” tagline, the whistle jingle, and lovable hunks like Terry Crews and Isaiah Mustafa. In short: Brands help consumers differentiate between competing products, and make choosing the right one easier.īrands are defined by tangible assets like colors, logos, mascots, fonts, and taglines, and intangible assets, like their values, purpose, associations, and relationship with customers.Ī post shared by Nike got their swoosh, the “Just Do It” tagline and athlete ambassadors like Michael Jordan and Serena Williams. (Kind of like the word “the” or the plot of Everything Everywhere All At Once.) Ask three marketers and you’ll get three different explanations, all of which will probably be true. Brand values must be rock-solid-everything else is flexibleĮvery marketer knows what Brand (with a capital B) is, but the term is tough to explain. ![]() Right now, we’re making our big move towards the future of branding, and you’re just in time to ride the wave with us. Think landing pages, sales decks, billboards, and even customer support. We’re infusing the authentic voice and style we’ve created on social back into every other part of our brand. Social-first brands like us are taking it one step further. The cheeky tone struck a chord and grew their following to over 400k as well as proving that love will always win. (We call that being a content chameleon.)Īfter years of business as usual, decided to shake things up and inject more humour and personality into their social voice. Most brands don’t sound or look the same everywhere, because they adapt their core brand story to fit each space they join on social. In fact, social has driven a total evolution of what brands actually are and how they should be expressed. That’s a good thing-and it’s entirely because of social media. Them $1.50 hotdogs are an institution.īut while a high-quality product and brand purpose are important as ever, the old-school notion that a brand’s tone and delivery should be the same everywhere is crumbling fast. That’s why people pick Coke over Pepsi, and Costco die-hards (like me) keep following the siren song of the $1.50 hot dog combo. And all that strategy got us thinking about the relationship between social and brand identity.Ĭlassic marketing wisdom used to say the brands we love earn our trust with an amazing product experience and consistent, emotionally resonant messaging. Owly got a serious makeover, we dialed our photography style up to 10, and we’re embracing our role as your guide to social. So the cat owl’s out of the bag: We rebranded.
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