The missing link to building a beloved and socially engaging brand

SocialVoice™ and the humanizing principles behind enduring relationships

The biggest challenge marketers face regarding social media is not about “how” they should incorporate it into their brand building efforts.

Nor is it about “what” strategies should be utilized in order to be socially successful.  The “how” and “what” is only secondary to the real challenge of “Why?”

“WHY” is a”socially engaging brand” different from “the social marketing of a brand? “

And “why” must marketers alter their marketing strategies and communication tactics for the sake of social media?

Ironically, the biggest challenge marketers face in building a socially engaging brand may very well be their notion of “marketing” itself.   As marketers embrace social media, they are finding that the very concept of “social” conflicts with some of the core principles and processes of traditional marketing.   Many of the tools used for the purposes of strategy and controlling brand communication are no longer viable in an organic and people-powered world of media.  Brands require more input than just data and market analytics to be relevant. And more than just campaigns and promotions to sustain interest and build enduring relationships.

Building a brand that is socially relevant and connected will test a marketers loyalty to logic over emotion and trust in people over data.  Now more than ever, marketers must leverage all forms of input, left brain and right, logic and emotion, not independently – but simultaneously.   And although the goal of  “marketing” is still the same, marketers are finding the “re-conditioning process” of evolving from brand communication sprints to long distance marathons to be one of the most daunting challenges facing brands today.

This is the introduction to a paper that I have written and will be publishing through a series of posts over the next few weeks.  Unlike some of my other posts, this one is actually a white paper served up in digestible doses.  This paper is dedicated to sharing insights and learnings from our Emotional Branding Alliance consulting work.   This paper focuses in on the adverse impact that traditional marketing principles are having on brands as they try to establish relationships via social media marketing.  I will also share some of the proprietary strategic concepts and organizing principles that we have developed for SocialVoice™ which has helped our clients succeed in building a more  humanized, socially connected and purposeful brand.

Please check back on Feb. 17th for the next posting on this series.  Alternatively, you can sign-up as an EBA InnerCircle Fan via our Facebook page and get all future posts on this series and others directly via email.

Special thanks to SebKe for use of this great photo.

See related video regarding EBA’s SocialVoice™