"There is a saying used by many, often attributed to entrepreneur George Bradt, that states, "People don't buy products, they buy brands," which refers to the fact consumers don't buy what you are they but who you are. In today's business world, while having the best product possible has its advantages, it is just as important, if not more, to ensure that you are building and cultivating the relationship with your customer."
"Since so much of branding is about creating affinity, gaining equity and fostering relationships, the act of being social is a natural fit. The fundamental components of connectivity within brand activity are based on social efforts. Additionally, while the ability for businesses to positively scale such connections through social channels was graciously pointed out in today's conversation, the process of linking consumers to both brands and other consumers through social interaction is where the focus needs to be."
"I tend to look at the elements of any brand in two distinct, but highly associated categories: intellectual and emotional. Thus, because what we do in social situations -- whether on or offline -- are so often lead by how we feel at the or over time, I would argue that emotional elements such as reputation, integrity, relationships and trust are most important."
Branding centers on creating affinity, gaining equity, and fostering relationships. Social media naturally fits branding because social channels enable scalable connectivity and interaction among consumers and brands. Effective brand social activity links consumers to brands and to each other through meaningful social interactions. Brand elements fall into intellectual and emotional categories, with emotional factors—reputation, integrity, relationships, and trust—often guiding social behavior. Emotional connections drive consumer decisions over time and enhance brand equity. Product quality remains important, but sustained customer relationships and emotional resonance are crucial for long-term brand success.
Read at The Drum
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