As I stated yesterday this is Part 2 of a few part series on different aspects of Social Media. As much as I hate to begin a post with a definition, in the case of branding I would rather begin with a user generated understanding as it applies to this post and move on from there. I have chosen my understanding from Wikipedia, which reads as the following. “A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp.” (http://en.wikipedia.org/wiki/Brand) While we don’t exactly use the hot iron stamp anymore, that doesn’t stop companies from using repetition to solidify a brand name/slogan.
As you should know by now from visiting http://www.Pricefalls.com, our slogan is “Catch It While You Can”. We also have the rights to the phrase “Where Your Bid Wins”. After extensive testing and saying it over and over in their heads, the guys at Pricefalls decided on “Catch It While You Can” as the official slogan of the company and began to use it to drive media campaigns and advertising promotions. This process once finalized is very hard to manipulate. By that, I mean once a logo or brand is in place, it becomes very volatile to move as association has already kicked in and the process of connecting the slogan to the product/company would need to begin again. For example, when you begin high school or college, usually with in the first few weeks you have established yourself in comfortable surroundings of peers who share the same interest. Whether this surrounding is classically categorized as the jock, the goths, the nerds, the teacher’s pets, the outcasts, etc. or not, depends on the climate and school. We all know the difficulties that arise when you suddenly make a shift to another cliché (questions aroused, confusion, etc.), this goes the same for businesses when they shift their brand radically.
To shift to another aspect of branding I have touched on slightly, branding is also available on the personal level due to the amount of social media tools that are now available. It has become even more prevalent in the past years, but a resume is no longer the only way of representing yourself, when businesses can go view your twitter, facebook, myspace page, etc. and get another opinion of yourself. Hence, why it has become more and more important for young professional especially to monitor their own behavior that is visible to all on the internet. A personal experience of this comes in the form of my former Facebook name. For those who aren’t on my friends list yet my middle name on Facebook was Cap’n for the longest time, based around a popular nickname I inherited in college for being the leader of our clique often. Prior to my arrival to Las Vegas I made a few changes to that profile and deleted that nickname in an attempt to convey professionalism. When I arrived in Nevada and met my marketing director Chad one of his first questions to me was, “So your the Cap’n.” As I muttered some semblance of a yes response he jokingly responded, “Cool I’m Choodah.” I laughed back some but I had my first moment of someone experiencing my brand and made a mental note to review it in the near future. I urge you to do the same, because after all, you never know whose reading your Facebook.
Until next time buyers, seller, and friends!
Josh -the Intern- Weaver