When I was a kid, a businessman told me that “a person buys only to another person”. That came in a time where business was a word that has no meaning for me. For the most part of being a kid, you would never really look into how a business works and how it goes about earning its money. A kid is only programmed to consume. Most of them are not yet aware of the other side of the fence and that is where I was when this important message was spoken to me.
Only recently have I found significance with those words that was told to me about how a person in only limited into buying to another person. It is an innate for all individuals to look at a person’s face before they buy something the person is selling. When we walk at a store and we are approached by someone to assist us with the decision making, it doesn’t necessarily have to be the store owner or the manufacturer of the product; in fact it could be anyone. Normally it would just be the store clerk who assists us with the purchase, but at that moment, he is the ambassador of that product. Buying a product or paying for a service is in one part, the action of extending our trust to another person. If you buy from a vendor you do not actually trust the machine per se, but instead you are putting your faith in the brand.
That is what makes a company’s brand so important. It is the identity of the company. It is the personality of a company which represents it to its customers, investors and to all extensions of its organization. A company’s brand can either serve it as an asset or a liability. Having a positive and impactful brand could be the difference which would put your company’s product to the cashier instead of the other; it could be the one needed push, for that partner to sign that agreement; it gain that investor’s trust you have been pursuing for so many months. As you can see a brand more than just a simple image or fonts, it is the ambassador of the company much like how that store clerk sold your product in the store counter.
One of the major things social media expert look for on Twitter is the number of followers. The more followers, the stronger the Twitter presence. Some brands actively buy Twitter followers for a quick boost. This practice of buying followers is now regularly done.
Since social media is now embroidered in the fabric of search engine optimization. The personnel in charge of propagating a company’s brand now have to go through training social media. Training social media enables him to navigate the twist and turns that comes with the job. Understanding the most basic of principles concerning social media would allow a properly trained individual or group to formulate an action plan which would combine all of the tools needed to make an effective campaign.
Establishing the value of a brand is a branch of science in itself. Personnel in charge of this would have to combine different techniques such as customer interaction, interesting content, and learning from others which would ultimately complete an Identity which hopefully is consistent with what your business is trying to project to your target market.