A Brand is not a static concept;
it doesn’t exist in a vacuum, nor can it be solely confined to a costly style guide, expensive logo design, and case study on a 3rd party portfolio website. Brands constantly move, evolve, and breathe in new ways, now more so than ever before.
To be “on brand” in contemporary culture can mean a multitude of things; perhaps it’s the perfect Instagram Story detailing a must-have skincare routine, Kylie Jenner holding a Birkin bag, or any variations on a theme dictated by the global jury known as The Internet. And if you’re reading this article which just so happens to be on digital agency’s blog, it’s also quite possible that your job – brand strategist, social media manager, marketing director – is to safeguard everything it means to be “on-brand”.
Cheekiness aside, the definition of brand, and furthermore branding as a whole, has no doubt evolved since the dawn of digital and social media. What once existed as esoteric creative and design industry-speak has infiltrated the modern zeitgeist (AKA, the iPhone-wielding masses), and marketers and brands have unparalleled access to consumers with the proliferation of digital media and data. Today, influencers and the broader concept of brand partnerships have turned a once passive audience into active participants in the commercial ecosystem; users have become something more akin to collaborators (don’t worry, we cringe at “content creator” too.)
There has never been more beautiful design and strong branding available for global audiences to consume; simply type in #Branding on Instagram and you’ll be transported into the world of pastel photos and bold sans-serif typefaces. This sudden shift should be no shock to us because after all, we are living in the age of the direct to consumer brands.
One of the most efficient ways these brands have skirted the middle man was not only a strong product but a thumb-stoppable visual identity. An “Instagrammable” product is a poignant logo, gorgeous packaging, and a rich backstory that flexes ethos, pathos, and logos (shoutout to all of our friends that remember their Intro to Philosophy class from university). For case studies see brands like Recess, Rimowa, Seed, Fur, and Billie (just to name a few products that are in our collective apartments right now).
The well-designed product from the well-designed brand allows anyone – and everyone – to become what the industry now calls a “content creator” (sorry, we tried). This means that the role of marketers and brand managers is to not only build a brand but to build a branding tool for their audience.
If you’re re-reading that sentence a few times to make sure you read that correctly, we’ll say it a little louder for the folks in the back: we don’t build brands anymore, we build products that empower the audience to elevate their brand.
We witness this shift in the content we see on our feeds every day; organic influencers are gaining followers and higher fidelity social presence, while brands strive to become more “organic”. Audiences are demanding more smoke and mirrors to the content they served, especially if it’s backed by paid media. A brand should feel like another post from a friend’s feed – and the minute they feel like the content is too “adsy” (this is a very scientific term we’ve noticed in the comments of Facebook ads) they swipe or scroll right past.
Simply put, branding has evolved into something a bit more human. Our social media accounts are our new credential to the outside world, so if brands want to find resonance and be a part of an audience’s grid, they’re going to have to seamlessly fit directly into their lifestyle. Oh, how the tables have turned.
Does this article have you stressed about your brand strategy a bit? Don’t fret, here are a few insights and tips to design a social-led and digitally driven brand:
-
Know thy audience | In order to know what your audience wants, you have to know them. Invest in good research, test a media campaign, or go to where they are (don’t knock a Drake concert until you’ve tried it). Once you know them, daydream with your audience; desire is what fuels product relationships.
-
Really, truly know your brand voice | In some ways copy has never been more important. We’ve always known that what you say and how you say is paramount in branding, but right now it’s the subtleties and details that set brands apart.
-
Be the cool aunt | Aka, don’t be something you’re not, and don’t become beholden to your audience. Develop enough attachment and loyalty for your audience while still holding on to your perspective, expertise, and gut reaction. Remember, the Internet really hated the Instagram redesign yet here we are.
-
Evolve with your audience | Like any relationship, you both will grow. Know when it’s time to evolve, and when it’s time to move on. Don’t grow too attached to an idea of identity – your audience sure isn’t.
