Fluid- Continuous, amorphous, whose molecules move freely past one another and that has the tendency to assume the shape of its container.
Is your companies branding relevant? Is it working? Or is it static…..
“The consumer now appears to believe that the brand should earn its public attention the way all of us must. Say boring, repetitive stuff and you suffer the punishment that every bad conversationalist faces. First, we ignore you. Then, we exclude you.”~Grant McCracken / Harvard Business Review
Ouch. I don’t like to be excluded, do you?
We live in a postmodern society that is eclectic, — a culture where the collective media is literally at our fingertips 24 hours a day. It is a burst of 3D color and seemingly limitless (and sometimes frightening) capability. Your brand today has to go farther than the standard printed visual model we have come from. To be relevant now it must trend across multi-generations, and all the top technological platforms. People today won’t remember just a “professional” logo or branding, they want to interact with it and emotionally connect to it. This is a huge call to action for us as we either initially create, evolve and update, and ultimately market our brands.
D&P says it so well. We then need: “…a robust brand language that is endlessly adaptable, flexible and immediately recognizable.”~Duffy & Partners’- identity creators
With social media becoming (or being) the most powerful marketing force in our society, it is said that the customer is now driving the brand identities more than the company itself. To keep this in balance, your company needs to always be aligned with the CORE PRINCIPLES that formed the brand at it’s inception. If you do that, then your brand can evolve, and become fluid– that is to say adapting it’s shape depending on the trending and need.
Consider Google for example, which changes it’s logo background and colors, as they did on MLK Jr’s day…
They keep some of their initial logo foundational structures while playing with images and color. It’s exciting and ever-changing.
Google’s “New Multi-screen World” study reveals that 90% of all media consumption happens on a screen — 40+% of which in the US is on smartphones alone. (that percentage grows by the minute) WOW.
90% of people use multiple screens to interact with brands (shopping online, managing finances, planning a trip and more). 61% of Internet users are online while watching TV, and do it on a variety of devices — laptops, tablets and smartphones. The current dominance of digital and social media combined with the Internet capable mobile devices, has changed the way we experience brands so they now are seen, tasted, touched and felt.
Advertisers now use their TV commercials as mega platforms for intense online trending, knowing that their market will have the ability to go to the web sites straightaway, as they sit on their couch, and share info with their social sphere. We saw this with the “God Made a Farmer” commercial, ( “God Made a Farmer” ad by Ram is a two-minute salute to the men and women who feed the world.) which turbo-blasted the face social media, and took that commercial to a debatable more buzz-worthy place than the game itself. See the link below if you now feel like watching it again 🙂
The take away for you:
1) What are the CORE PRINCIPLES of your company?
2) Is your companies branding at a FLUID place, evolving with the culture, yet holding it’s true essence simultaneously?
3) If your branding isn’t there in this moment, what is the first step you can take this week to change that? 4) And will you?
Here’s to staying relevant and fluid.
CILC | CMC | CEBC
Certified International Business, Leadership & Life Success Coach