Brand Advocate

How We Define Branding

  In the first blog post that I ever wrote, titled The Rise Of The Active Consumer, I spoke to the fact that the expanding number of social media platforms has changed the brand–to-consumer relationship dynamic. Gone are the days of a one-way relationship where the brand dictated the conversation via television, radio, magazine, or billboard ads. Nowadays, your brand experience must include digital, direct, and advertising among other channels. If possible, events and in-store functions should also be incorporated. The goal is to create a two-way relationship with people and inspire them to purchase your products/services, and ultimately, to become brand advocates.

How We Define Branding

Hey, let’s get right into it!I need to make a distinction before I go forward. The process that we employ at C.W. Harris Chicago has many parts that all come together as a whole to position your brand in the best way possible. As I said in last week’s blog, the first step that we take is to delve deep into what your brand is. We want to know it’s “Why?” We want to know what makes it unique. We want to know who your target audience is. From questions and conversations with you, and perhaps, your customers, to performing brand and competitive audits, all the while helping you to define your brand’s core values and promise, we do what in the industry is called Brand Discovery.

How We Define Branding

Hello, friends! How ya be?! My Michigan State Spartans lost to Indiana last night in football, so I am glad that I get to write about branding, which I love, to get my mind off of that debacle!

Series: The Rise Of The Active Consumer (Part VII)

Hello folks!I have really enjoyed writing this series. From explaining the new brand/consumer relationship that has been created by social media platforms, to offering advice on ways to leverage this new paradigm for the betterment of both you and your customers. My being a person that can, admittedly, become consumed with all things branding/advertising/marketing, getting the opportunity to share my knowledge is fun and, I hope, helpful. In addition, I learn many new things during the studying that I do to create these blog posts!

Series: The Rise of the Active Consumer (Part VI)

Welcome back! Let us continue with how to build a brand advocacy program. If you are just joining the series, please refer to the blog posts preceding this one in the series, “The Rise Of The Active Consumer.” We have shared some valuable insight on the rising influence of consumers with the platforms create by social media.

Series: The Rise Of The Active Consumer (Part V)

With the power of social media, brands are not as in control of their image as they have been in the past. While great brands will do the work to ensure that they are offering a great product/service/brand experience, and are employing the latest knowledge to make sure that they are defining their brand’s personality, distinguishing their brand’s voice, articulating their brand’s values, and communicating their brand’s promise (Let us help you do these things!), at the end of the day, the consumer decides if your product/service/brand experience is worth advocating for.

Series: The Rise Of The Active Consumer (Part VI)

In previous blogs, we have discussed the power wielded by one of the most important figures in the new brand/customer relationship: the Brand Advocate. The brand advocate is an Active Consumer that can provide to you one of the most powerful forces in advertising: positive word of mouth. Considering that 92% of people trust word-of-mouth from a trusted or influential source when considering purchasing a product/service, engaging brand advocates in a correct, respectful, and mutually beneficial way is of utmost importance.

Series: The Rise Of The Active Consumer (Part V)

Last week we discussed research that described how important Brand Advocates are to the marketing of your business. We hit on some of the goals of brand advocates, including that they like to help other people make good purchase decisions. Brand advocates do this by sharing with prospective customers information and opinions on products/services/brand experiences. In addition, brand advocates like to be seen as useful to others from their sharing of pertinent information. Brand advocates also enjoy interacting with people, primarily through social media platforms, in their ever-expanding sphere of influence.

Series: The Rise Of The Active Consumer (Part IV)

Continuing our examination of the Active Consumer, and his/her increasing influence in today’s brand-consumer relationship, let us take a deeper look into ways to turn this “power player” into a Brand Advocate (a discourse began in Part III). This relationship must be nurtured through careful engagement.

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