We live in a world filled with technology-empowered consumers who have access to more information on brands than ever before. Armed with this information, they are telling brands where, when, and how they want to engage. This new world has sent marketers and the brand’s they support into a tailspin — they are losing control of their brand message and are losing trust with consumers. My colleagues Tracy Stokes, Chelsea Hammond, and I have developed a framework that helps marketers stop their free fall and chart a new course for their brand to win mindshare and market share in this new world. We call it the TRUE Brand Compass Framework.
In this framework, we take the stance that for marketers to succeed in building a 21st century brand, they need to focus on a new set of metrics that capture brand resonance. Professor Kevin Lane Keller perfectly states what brand resonance is: “where customers feel a connection or sense of community with the brand and they would miss it if it went away.” In our research and advanced analytics on brand resonance, we identified four key dimensions that each significantly influence brand resonance. These four dimensions are TRUE: trusted, remarkable, unmistakable, and essential.
The Huffington Post publisher Janet Balis recently shared 10 tips for marketers on how brands can become content kings. Balis commented that “one of the most fundamental dynamics of publishing is to connect content and conversation . . . it’s time to move beyond consumption and engagement and translate [content] into social actions.” At the heart of marketers' interest in branded content is the realization that old-school push communications have lost impact with consumers. And we’re not just talking TV and print here. Forrester’s Technographics® data shows that digital ads such as banner ads, text, and mobile apps are the least trusted form of advertising communications; only 10% of US online adults trust banner ads on websites. With multiple connected devices at their fingertips, today’s perpetually-connected consumers can opt in or out of content on a whim. Branded content offers an opportunity to truly engage with consumers in a way that marketers have never done before. But there’s no shortage of content out there, so where do you start? Apply Forrester’s four C's framework to build your brand with branded content:
Capture the brand’s North Star in branded content. Authenticity is critical for branded content. And authentic content begins with knowing who you are. So ask yourself, what’s your brand North Star?
I’ve recently read a lot about the about the importance of engaging consumers to build your brand. And rightly so. Understanding and engaging with your customer is fundamental to brand building success. What gets less digital ink, though, is the equally important task of engaging your employees to build your brand. Not just your marketing department. Not just a few select social bloggers. But every rank-and-file employee, from tech support to customer service. Marketing leaders agree. In fact, in Forrester’s recent survey of marketing leaders, 100% of respondents agreed that “brand building is a company-wide effort that requires employees in all departments to be brand ambassadors.” But this same survey reveals that engaging the enterprise is where marketers struggle most. Marketing leaders are on solid ground when it comes to traditional brand building disciplines such as defining the brand North Star and using that brand promise to guide the brand experience. It is the next stage — creating a consistent brand experience across all functions and touchpoints — that is the chasm that most marketing leaders have yet to bridge. Forrester’s survey reveals that just 9% of respondents are true brand building leaders, who have brand building integrated and embraced across all aspects of the business. Most are still experimenting, but not integrating.