(347) 338-0049
Contact Us
Facebook
Twitter
LinkedIn
Instagram
Pinterest
RSS
  • Home
  • What We Do
    • B Done: Done-For-You Social Media Management
    • B Seen: Online Advertising
    • B A Bot: Done-For-You ChatBot Services
    • B Listening: Done-For-You Social Media Listening Services
    • B Prepared: Social Media Training & Consulting
    • B Speaks: Speaker For Hire
  • About Us
    • About B Squared Media
    • Meet the B² Crew!
    • Clients
  • Marketing Companion
  • Resources
    • Case Studies
    • FAQ
    • Free Consultation
    • Privacy Policy
  • B² Blog
  • Let’s Connect!
Think Conversation, Not Campaign

Branding Today Is About Doing The Right Thing

May 22, 2019Rachel SteinmanBrandingNo Comments
Share
Tweet
Pin1
Buffer1
Email
Share
2 Shares

There are many things I love about Oprah.

She’s an accomplished businesswoman, a generous human being, and her life’s goal is to make the world a better place than she left it.

She is an extreme example, but nevertheless, she is an individual who is the definition of what a modern brand should look like. Not because of the content she shares and the products she endorses, but because every layer of her brand is authentic. People watch her shows and buy her products because it’s genuine to who she is and what she stands for. If she endorses something, it’s meaningful. Her brand is reliable, recognizable, and comes with a standard of quality.

She herself has said:

“Let excellence be your brand. When you are excellent, you become unforgettable. Doing the right thing, even when nobody knows you’re doing the right thing will always bring the right thing to you.”

Whether you’re a fan of Oprah or not, this advice is powerful.

Transparency and authenticity are more important than ever. Brands need to stand for something, and many are beginning to align themselves with social and political issues.

Below, we’ll dig into why branding today is about doing the right.

branding

It used to be that the foundation of a brand was their logo. Do you remember those days?

Every business is a brand of some sort. But today, everything you do in business is part of your branding. From the tweets you put out to the font on your letterhead, to the level of diversity in your board room, it all matters.

Brands are moving beyond the hype of “marketing for good” to embrace something even deeper, humane capitalism, as they attempt to appeal to modern consumers who want their products to be aspirational as well as ethically sound.

Are You Doing “Good” Work?

I put “good” in quotation marks because there are so many ways to define this.

  1. Are you doing quality work?
  2. Are you genuinely helping people (whether it be your clients or the greater good)?
  3. Do you feel good about the work you are doing?

This may have been a laughable question half a century ago. When my parents were young the plan was to go to college and get a job that would provide a nice salary. Things like work/life balance and having a meaningful career were not even part of the discussion. Now, millennials want jobs that can provide a nice living but also match their passions in some way as well as give their lives meaning.

Aside from wanting to work for companies that provide some sort of meaning, millennials also seek out companies who align with their beliefs. 75% of millennials say they actively research the behavior and policies of the brands they buy. Your branding matters – at every level.

It’s Not About You, It’s About the Community

There is no question that brands and agencies are focusing more on defining and communicating their “purpose” than ever before. Specifically when it comes to social media, companies are spending a lot less time talking about how great they are, and a lot more time sharing meaningful content that can connect them intimately to their audience.

Do you think its a coincidence that Facebook recently started focusing on Groups? Groups are where individuals of different niches can go to find information, ask questions, and get support. Whether you’re mourning the end of Game of Thrones or struggling to figure out a complex medical issue, there are groups for everything.

A Shifting Culture

Many in the industry believe that marketers need to shift their focus from simply changing consumer behavior to actively helping them bridge the gap between intent and action. Matthew Phillips, co-founder of Beautiful Corporations, explains that businesses need to move on from simply spouting lots of words about purpose and sustainability to taking action.

“In the past, consumers have been given a choice – do you want to buy the ‘good’ product at a premium or a ‘bad’ one – and often the decision comes down to price. But we are going to see more brands offering consumers the option of ‘good’ or ‘good’.” It is a shift, he believes, that has already been embraced by brands such as Ikea and Nike.

Even with this cultural shift, marketers, as the voice of consumers in their organizations, still have a leading role to play in ushering in this new era.

Final Thoughts

I think it’s important to note that there is no way for anyone externally to do define what is “right” or “good” for your brand. Only your team can define your company’s core values – who the target consumers are, and what is important and meaningful to both you and them.

Because at the end of the day, this new wave of consumers are going to be mindful of the company, and the people behind it, when they choose to make a purchase.

What steps are you taking to make sure you’re doing the right thing when it comes to your branding?

Get Subscriber-Only Gifts!

Enter your info below & get our blog posts delivered to your inbox along with free, subscriber-only gifts -- like personal hacks, templates, tools, and PDFs.


By submitting this form, you are consenting to receive marketing emails from: B Squared Media, P.O. Box 137 Stanton, Stanton, NJ, 08885-0137, https://bsquared.media/. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact
The following two tabs change content below.
  • Bio
  • Latest Posts
Avatar
My Twitter profileMy LinkedIn profileMy Instagram profile

Rachel Steinman

Rachel is the Senior Account Manager at B Squared Media working with clients on content, copy, and all things social media strategy. As part of the B2 Crew, Rachel takes pride in working with an all-female, remote team, and loves the flexibility that comes when you can #workfromanywhere.
Avatar
My Twitter profileMy LinkedIn profileMy Instagram profile

Latest posts by Rachel Steinman (see all)

  • User Generated Content: Creating, Curating, and Sharing Customer Conversations - June 5, 2019
  • How To Create More One-To-One Marketing Strategies - May 29, 2019
  • Branding Today Is About Doing The Right Thing - May 22, 2019
Share
Tweet
Pin1
Buffer1
Email
Share
2 Shares
Previous post Your Outdated Social Media Strategy Isn’t Working Next post How To Create More One-To-One Marketing Strategies

Related Articles

How To Develop A ‘Manual Of Style’ For Your Brand

August 20, 2014Brooke B. Sellas

10 Digital Marketing Tricks Used By Famous Business Brands

August 29, 2018Chris Richardson
online-marketing-strategy-be-everywhere

Is The “Be Everywhere” Approach A Smart Online Marketing Strategy?

June 14, 2017Brooke B. Sellas

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

CommentLuv badgeShow more posts

Join the Conversation!

Facebook
Twitter
LinkedIn
Instagram
Pinterest
RSS

Recent Posts

  • A Content Marketing Plan For Every Quarter In 2020
  • Holiday Gift Guide For The Remote Worker
  • Four Steps For Strengthening Your Brand’s Voice
  • Doing The Holiday Hustle With Your Social Media Team
  • 2019 Holiday Marketing Tips From Our Advertising Experts

Categories

  • "Ways Your Marketing Sucks" Series (10)
  • Advertising (11)
  • Application Strategy (1)
  • Artificial Intelligence (7)
  • Audience (4)
  • Audience Development (2)
  • Automation (2)
  • B Squared Media (6)
  • Best of B Squared (6)
  • Best Practices (51)
  • Blogging (16)
  • Branding (20)
  • Business (44)
  • Business 101 (29)
  • Call-To-Action (3)
  • Chatbots (6)
  • CMGR (12)
  • Community Managers (14)
  • Content (28)
  • Content Curation (12)
  • Content Distribution (5)
  • Content Marketing (64)
  • Contests (1)
  • Converged Media (2)
  • Conversations (17)
  • Conversions (13)
  • Customer Care (5)
  • Customer Management (2)
  • Customer Service (11)
  • Cybersecurity (3)
  • Data (3)
  • Digital Marketing (10)
  • Email Marketing (12)
  • Email Segmentation (2)
  • Emotional Marketing (6)
  • Event Marketing (1)
  • Facebook (26)
  • Facebook Advertising (2)
  • Facebook contests (2)
  • Google (3)
  • Google Plus (6)
  • HELLO Conference (4)
  • Holiday Marketing (6)
  • How-To (11)
  • Influencer Marketing (6)
  • Instagram (6)
  • Intelligent Tools (1)
  • Lead Generation (5)
  • LinkedIn (4)
  • Marketing (48)
  • Meetings (1)
  • Metrics (8)
  • Mobile (2)
  • Newsjacking (1)
  • Newsletter (2)
  • Online Bullying (1)
  • Online Influencers (6)
  • Online Marketing (44)
  • Online Plagiarism (3)
  • Online Reviews (3)
  • Online Security (4)
  • Podcast (1)
  • Productivity (2)
  • Project Management (2)
  • Ready Set Podcast (8)
  • Reputation Management (3)
  • Return on Conversation (ROC) (5)
  • Sales (13)
  • Sales (6)
  • Search (2)
  • SEO (4)
  • Small Business (18)
  • Social Advertising (6)
  • Social Analytics (10)
  • Social Business (37)
  • Social Collaboration (7)
  • Social Listening (4)
  • Social Media (49)
  • Social Media Events (2)
  • Social Media in the Workplace (9)
  • Social Media Management (16)
  • Social Media Managers (3)
  • Social Media Marketing (90)
  • Social Media Professionals (8)
  • Social Media Terms of Service (1)
  • Social Resonsibility (1)
  • Social ROI (13)
  • Social Selling (19)
  • Social Strategy (72)
  • Social Tools (11)
  • Storytelling (5)
  • Twitter (11)
  • Uncategorized (10)
  • Video Marketing (6)
  • Website Maintenance (2)

Blog Archives

Tags

advertising artificial intelligence blogging branding Brooke B. Sellas Brooke Sellas B Squared Media business call-to-action content content creation content marketing customer service digital marketing email email marketing Engagement Facebook holiday marketing How to spot a fake social media "expert" Instagram lead generation marketing Online marketing outsourced social media management personal branding Return on Investment Sales SEO small business small business owners Social Media social media analytics social media management Social Media Marketing Social Media Mentors Social Media Professionals social media strategy Social Media Tactics Social Media Tips Social Media Tools Strategy Trust Twitter Value
© 2019 B Squared Media, LLC | Website by WAZ DESIGN | Privacy Policy