How would You Rate Your Marketing Strategy From Emotional Branding to Employee Branding in Social Media? | Shirley Chio

Doing the right thing the wrong way isn’t the right thing. Because of what has been happening, watching in real time some people clicking like and commenting directly on social media posts, many digital marketers thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers. However, in some ways, these days spending billions producing creative content seems to have made brands less significant. Social media transformed how culture works and in a way united the once isolated communities into influential crowd cultures, such as the influencers who produce their own content so well that companies find themselves unable to compete. Imagine ordinary people creating videos from their living rooms or anywhere and making it to the top based on their million views and followers on YouTube or Instagram or Tik Tok. I feel branding in the age of social media is truly a better alternative for branded content, adding into consideration using ordinary creative influencers with less ad spending.

The mainstream media refers to conventional newspapers, television and other news sources that most people know about and regard as reliable. Newspapers, television news networks, cable news, and radio are generally considered traditional mainstream media outlets. Big companies under corporate umbrellas with trained journalists and vast resources that report on news stories and disseminate stories through a variety of channels, from print to podcast, are considered as the mainstream media. On the other hand, the alternative media are media sources that differ from established or dominant types of media in terms of their content, production, or distribution and that which provide alternative information to the mainstream media in a given context, whether the mainstream media are commercial, publicly supported, or government-owned.

Social media allows people to create rich communities around brands right at their social profiles where they can interact directly through tweets and posts. The most literally appealing job that pops out of it is the position of a social media ambassador of a social influencer who is more than willing to talk and share content about the brand to even beyond the major platforms. As you can see, the music apps are spurring even more direct digital connections. Of course, entertainers are still more than happy to take sponsors’ money, but the cultural value that’s supposed to rub off on the brand is fading. While the rise of crowd culture diminishes the impact of branded content and sponsorships, it has greased the wheels for an alternative approach called cultural branding.

Instead of chasing trends, by targeting novel ideologies and what is trending out of crowd cultures, brands can assert a point of view that stands out in the overstuffed media environment. Crowd culture dictates the new benchmark in social engagement and the way companies are being branded. Crowd culture is defined as diverse, widespread groups of people who join together in support of, or even opposition to, a brand. It is a creation of the digital age that produces digital communities and sub-cultures. Whether big or small businesses, you should be proficient in your technique to grab the attention of these crowds when you are working to set a following. Branded content has now has become an outdated concept. Social media, however, allows the crowd to convert a niche conversation into mainstream beliefs such as travel. The key is to make an idea meaningful to as many people as possible otherwise you become defined and limited by that association.

The technique is rather than trying to force a story on a captive audience, you must learn how to build a story and introduce a product that is consistent with the desires of the overstuffed social media crowd. When done right, the ability to harness universal emotions can build a hugely positive relationship with customers, but getting it right is no mean feat. Use the power of emotions to transform online marketing into something that would connect with diverse audiences. Given that humans are emotional beings, it’s no surprise that we tend to respond well to emotionally provoking ads. Campaigns that appeal to the human aspect of a product or service will most likely resonate with the consumer far more than those which simply push a hard sell. Indeed, advertisements that engage our emotions have higher conversion rates and do better at building brand loyalty.

Emotional branding is about building relationships and giving the brand its long term value. It is about the experience which oftentimes closes the gap between the logical approach of the corporate culture and the emotional world of the consumers. How your audience get and consume information clearly explains how and why they connect with each other and with the brand persona. Indeed, you have to find the right language to reach the consumers emotionally when you share through different social media platforms but still, you have to keep everything simple.

The funny thing about emotional branding and the idea of getting from where you are to where you want to be is literally letting a good flow of content flow from your personal feed including your employees. Somehow, your employees create the most impact in providing vital brand representation. They are your number one marketing asset for effectiveness, efficiency and success. Maintain your position through valued conversations and real time responses including providing instant solutions because you can no longer expect to win just by showing up your product! Essentially, because the same emotion may be perceived differently in different cultures. You can start running A/B test right in your drawer. Emotion can be a powerful way to engage a global market, however, emotional displays may not resonate in every culture, so research is always key.

Brand consistency across all marketing touchpoints is a challenge for every company, let alone each social network and while social media has been around for over 40 years, it wasn’t until after Facebook launched that companies began paying attention and recognized it as a powerful marketing tool. It entirely changed the marketing strategy about reaching out, connecting and speaking to leads and of course, the target market. Remember that a brand is more than a logo or set of colors, and it’s so much more than a cover photo. A brand is how you make your customers feel, and it’s built by taking a consistent approach across every interaction they have with your brand.

Whichever you choose, the most important thing is to ensure your profiles have a common thread that people will recognize as your brand. Branding your social media presence takes time and like your posting schedule, will need consistency, forward thinking and focus to implement. Over time, your customers will see the consistency in posts and begin to recognize when a post is from you without even seeing your brand’s logo or social media handle. This type of brand recognition is the ultimate goal for your social media branding efforts. Adapting marketing messages for emotional appeal must connect emotionally with customers. One needs to understand the local culture to get the message across effectively.

The trick is to write out your visual brand guide to include fonts, their uses and colors. Create photos and videos that keep your brand’s aesthetic and color choices in mind. The posts should flow seamlessly into each other. However, your marketing personas may vary across your social networks and if you use the same content across both networks, it’s possible that it won’t resonate the same way. I know it would be difficult to create multiple marketing personas to match with the specific social media network, but that is how it should be done! Create relevant content that matches the brand persona and then set your tone or voice where you cultivate a specific approach as to each social platform. This may include catchphrases, personality traits and vocabulary.

Here is what you should know, think, accept and reconsider before you strictly tell employees what and what not to do. While your own guide may only be for internal use, having it accessible to everyone in the company allows people to refer to it when writing anything from marketing copy to sales emails. Everyone is on the same page and that cuts down on repetitive work so you can hyper focus your branding, cater to a specific audience and serve up relevant content. Of course, it takes time to build brand recognition on social media and the most effective way to do it is letting your employees talk about their day in the office without coaching. That would be your new marketing strategy – your brand, your employees and their social media network.

Any of your employee personal posts can quickly go viral. Employee branding can be defined as an employer’s reputation among its workforce, or in other words, it is about how your employees value you as an employer. Have you even heard about employee branding and how it works? It’s not about ‘do your job and get paid,’ not anymore. The most important factor of a company is its reputation, which is not only in the way you work with prospects but nowadays, it also relies in your employees’ hands. While employee brand is a strategy that might not be a priority compared to the other brand family members, it’s become increasingly critical for your company and employees to succeed. Let’s dive in!

Simply put, employee branding is the process of getting employees on board with the mission, values, and vision of your organization which motivates them to help convey those messages to customers, stakeholders, prospects, and other employees. Think of employee branding as the external perception of your organization that’s created by employees and future hires. According to Edelman Trust Barometer, the employee voice is 3x more credible than the CEO’s when it comes to talking about working conditions of the company. Employees can turn into an instant organic brand advocate. While effective strategies for internal work environments are within your control, your employee brand is ultimately created by employees. 

Isn’t it fascinating to see that even a single unsatisfied employee can influence the reputation, brand images, and, above all, an organization’s consumer trust? When an employee’s voice is considered to be three times more credible than the CEO’s, the word-of-mouth marketing by your workforce’s positive online presence can strategically help get better online visibility to your company brand in the digital world and definitely help increase the organic traffic of your online channels. Educating employees about your brand will transform them into brand ambassadors, who can add value to the whole employee branding techniques you are looking forward to fulfilling. As an employer, the best that you can do is to let your employees help you build your brand.

Teach them how to create a great professional brand image that adds value to the company and their career. After all, you cannot curtail the excitement of these people wanting to talk about their day to day existence and what’s not with your company so just like an app, make your policy user friendly! Though creating an employee branding strategy takes time and refinement to truly get it right hopefully the importance of employee branding now makes sense to you and your organization. If employees don’t know what those company values are, don’t understand them or even worse, don’t see leadership practicing what they preach, then building an employee brand won’t be easy. Employees should feel empowered and trusted to share their feelings about the brand, so set an example and revisit your own personal feed.

Shirley Chio
Your Arm Extension |
Social Media Content Marketing Lead Generation
Let me Help You Build your Brand Online!
(Work from Home Virtual Assistant Philippines)

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