A brand can’t be younger than a teenager. Before that it was a logo.

We are all talking about it. We want to build it, grow it, protect it, make others love it. What is a brand then?

A brand is a the point where customer satisfaction becomes customer loyalty. Where the promise becomes an experience. The association of the experience with a product and not its alternative: Coca Cola drinkers do not compromise for Virgin Cola.

For a name to become a brand, it takes time, patience but most of all consistency. Consistency in providing the public with a quality product or service. Consistency in delivering on promises. And as of lately, consistency in the communications strategies, via social media.

Here is what I mean. We all understand why a good product is key. Furthermore the constant improvement and development of the product means that it remains capable to serve the needs of the society if targets. Innovative and practical products tend to gain the consumers’ trust earlier.

Delivering on promises is an area that advertisers often fail. Although they recognise their products’ strengths and weaknesses, they choose to promote them advertising qualities that the products do not possess. This is detrimental practive for the brand and even more so now, that consumers admit to check reviews written by consumers, when buying  a product. Social media has also made it extremely easy to give an opinion a viral effect among the public. News, opinions and reviews travel faster than ever before and are deemed to travel even faster in the future, as a fastly increasing amount of people use their mobile phones to access the internet.

Finally, consistency in communication. As more and more advertisers integrate social media in their campaigns, especially with the launch of a new range of products, how many of these social media campaigns live on and continue to engage in conversations with the members of the public who chose to engage with the brand or brand wannabe pas the campaign period? Not that many. Go on facebook and check it your self by typing in the search box then name of a brand. You will see that the last time the brand posted something on their fanpage was when there was a new product launch or a live campaign. With the end of the campaign, many brands suddently stop interacting with their fans, although, quite often, fans continue to interact with the brand.

Becoming a brand requires a constant effort from the advertiser, because trust cannot be gained overnight. Understanding the consumer needs requires experience, evaluation and insight that often comes in a dear price.  Delivering a great product or service whilst staying ahead of competitors is harder in the age of dialogue that everything becomes old before the see the daylight.

A brand can’t be younger than a teenager.It takes time to become a brand, to have a social value, to be part of a daily routine. Be patient, be consistent and one day you may even enter the English Dictionary. And this will be priceless!

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