Re-branding is nothing new (no pun intended). But utilizing social media to re-brand can help you to define your brand early on and preparing you to go the distance. This holds true for both personal and corporate branding. Both types of branding align; they face similar challenges. Branding should always be dynamic to keep up with the times.
Branding reflects on the culture of the person or the company. It will become bigger than the products and services you provide. Your fans may not be fans of your products or services. Either way, you have to use social media to control the message. Negative comments and ratings can impact your personal or corporate brand.
Define the branding and control the message using social media tools. Define the look as it progresses throughout time. Your brand should change with the times. This is what will differentiate you from your competitors.
Define your target market, use all of the social media tools that are available, and send your social or message out there. Separate yourself. Define your brand early; don’t just focus on your products only. Be willing to define what your brand and culture is.
Cisco provides networking hardware like routers and switches. The company created a new product called The Flip, a mini camcorder. It didn’t use “marathon branding,” as it was deprecated in 2011 along with all of Cisco’s consumer business. This consumer electronics product was unfamiliar to the Cisco product users.
It’s not easy get people to adjust to a new behavior. People were not looking for consumer electronics for entertainment from Cisco. When you are a known brand that wants to introduce a new behavior, new products, or new services, you have to promote your new brand early.
Apple is a great example of a company that knows how to create new brands. Create brand awareness now and test market your new brand. With Apple iTunes, the company defined their brand early on and impacted the music industry until this day. They established the MP3 music culture and ran the marathon of branding.
You have to go the distance in marathon branding. Microsoft recognized that they were late in the gaming industry when they first introduced the Xbox and Microsoft was late in introducing Bing, which was a re-branding of MSN Search. Both companies recognized they were in it for the long haul, hence the term “marathon branding.”