Back when we would willingly sit through seven-and-a-half minutes of commercials to watch 22-and-a-half minutes of Bosom Buddies, corporations spent literally billions of dollars on advertising to convince us to trust their brands.
Brand-building was strictly the purview of corporate America because it was prohibitively expensive. In order to reach lil ol’ you, advertisers had to blast their messages repeatedly to one of the demographic groups you belonged to. Target demographics, as defined by Madison Avenue, were massive chunks of the US population awkwardly grouped in the tens of millions by a handful of characteristics like gender, age, income, race, and geography.
It took a lot of money to make an impression on such enormous clusters of society. But there was no alternative. You needed clear and compelling communication in order to effectively build your brand. Today the opposite is true. Literally. You need a clear and compelling brand in order to communicate effectively.
You see, social media has splintered the 20th century demographic model into untold millions of self-selected communities. These online communities have come together organically based on common values, experiences, and interests. And communication within these communities is generally restricted to people they trust … others in their communities. Outsiders simply haven’t earned their trust.
So if you—an outsider—want to communicate with them, you need to first present a clear brand that shows you share their values, experiences or interests.
The good news is that it’s a lot easier and cheaper build a trusted brand than ever before. Social media has turned us all into Mad Men, giving us powerful production and distribution tools we need to create and manage our brands.
The bad news is that many people—particularly those who have built successful pre-Internet careers without giving a second though to building a brand—are intimidated by the prospect of having to take responsibility for their own brand.
But unless you’re planning to retire in the next year or two, brand building is in your future. If you’re ready and willing to learn more, we’re ready and willing to answer your questions … for free! Just click here and we’ll get things started.