Creating and building an identity is the same as creating and building a brand. This idea and practice has been around since there has been a monetary system where recognition and relationships were the most important elements to success. Back then individuals had a huge say and impact on which businesses were successful.
Because of the rise of large corporations, globalization, and the Internet, the power a specific individual has on any particular brand has diminished; boycotting WalMart, for example, will not accomplish much. However, with the rise in technology, more people have the capability to participate in conversation that impacts brands all across the globe.
Social networks and communicating over the Internet allows for anyone with a connection to express their thoughts. By reacting both positively and negatively to companies in real time, companies now have an obligation to monitor and participate in this conversation in order to keep their overall style and values in line.
I went to JiffyLube about a month ago to get my air conditioning serviced and an oil change. I dropped off my car and ran to the post office and the bank (all in walking distance) and when I got back, my car was sitting outside refilling the freon-equivalent of 2012. I tweeted when I left, I tweeted when I got back, and I began tweeting my frustration when my car had sat outside unattended for twenty minutes and no one had let me know how much longer this was going to take. Finally they called me up and said, “You’re done!” and my oil change was completed before I even got back to Jiffy Lube. I tweeted again about how they needed better customer service, but were still aptly named.
And Jiffy Lube corporate responded to little old me!
A good brand is one that is being talked about and needs monitoring- not just reacting to negative communication towards your brand, but in being proactive to ensure your brand is being recognized properly.
A good brand also pings people to subconsciously talk about their experience with you. Higher negativity comes with higher popularity, but it is how those situations are dealt with that matter most.
Build a brand that wants to be communicated. React and proactively seek out any related talk that justifies your style and stance. Failing to get involved will only limit your potential of being the brand in your field or category of business. Remember to collaborate with all parties of your company and organization to deliver on these efforts.
