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Friday
Jul302010

What Is Your Social Brand?

What's your social brand? As business and strategies evolve to respond to economic conditions, so must your brand. Part of this evolution is to develop your company’s Social Branding. Social Branding looks at a company's commitment, communications, connectivity and creativity in the following areas:

Sustainability - What is your position on green practices? How is this communicated? What do your clients and customers expect from you? Where will this be in the next 10 to 20 years?

Social Media - Facebook, Twitter, Linkedin, Blogs, etc. We are in a world where there is a true distribution of knowledge, advice, and shared experiences. Consumers are favoring relationships rather than advertising. What is your company’s social media strategy and goals? Where and how are you playing in this transparent, consumer-driven world?

Community - As consumers simplify their lives and desire a back-to-basic approach, local community involvement is essential for companies brand equity and loyalty. Demands are shifting from supporting large national or global efforts to supporting what's going on in our own backyard. Support includes not only donations but involvement and engagement. Is money secondary to compassion?

Innovation - With the economic down-turn, innovation is at the heart of most business strategies and fostering a culture of innovation is critical to success. Social innovation is an important aspect of Social Branding. As companies are unable to give raises and bonuses, they are looking for intrinsic motivators such as providing the following to their employees: challenges, curiosity, control, competition, helping others grow and achieve goals and, of course, recognition.

Social branding is less about harnessing a differentiator or looking for ways to influence how you are perceived in the marketplace. It is more about “walking the walk” and aligning yourself with what really matters to consumers: taking care of the environment in which we live, being an integral part in our communities, and investing in our employees’ happiness.

Deanna Francl is a principal in Gensler’s Washington, DC office and a leader of the firm’s Brand Design practice. She relies on unique marketing and business insights developed over her 15-year career. She is an integral part of brand strategy and development including preparation, research and facilitation of visioning sessions. Her current responsibilities also encompass studio leadership and management. Contact her at deanna_francl@gensler.com.

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    Response: uk dissertations
    We have to make people understand that no field is even good or bad but it is person’s effort which make that field even so good and attractive or just a field of looser so they have to trust on the skills of their child.

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