Technology is transforming the way brands and customers interact. Wired, Networked and Multiplexed. Today your customers are more in control of your business and brand. Marketing communication must adapt to this change or else your brand will wither.It has become necessary for the business leaders of the company, the CEO’s & CXO’s, to build a strong affiliation with their consumers, investors, employees. This can be done by keeping them updated with information of their business goals, objectives, etc .Instantaneous updates need to be provided as any information older that a year is considered a negative piece of data. An inactive state of existence forbids one from being considered the leaders of the company. Also, wiping off any negative or inappropriate information further helps in easy recovery from what could have been a major case of reputation crisis.
The Reality of New Media in India
3,85,00,000 is the size of online audience in India. In other words it translates into 5.2 times the readership of the leading English daily.
Or 2.8 times the combined readership of leading 3 newspapers in India.
Or 3 times the combined readership of India’s leading 5 English magazines.
How can a CEO formulate an agile approach to branding in a tech-driven customer world? The answer is Transparency and Blogging
The Advantages of Corporate Blogging
Achieve customer intimacy:
Initiate a communication with the customers and employees. Speak directly to consumers and have them come right back with suggestions or complaints-or kudos.
Influence the public “conversation” and “control” it:
Make it easy for journalists to find the latest, most accurate information about new products or ventures. In the case of a crisis, a corporate blog allows you to shape the conversation about it. The control part is a huge advantage.
Enhance brand visibility and credibility:
Appear higher in search engine rankings, establish expertise in industry or subject area, and personalize one’s company by giving it a human voice.
According to CNN “A blog is the perfect platform for a thought leader.”
In this age and time much has changed in the modes of communication. More information then ever before in the history of mankind is now available at the click of a button. Communication in this age and time acquires an altogether new definition.
One of the best examples of a personal Brand is Jack Welch ex-CEO of General Electrics. His high profile earned him respect for being willing to put his own neck on the line. His success has elevated him to the position of Uber-CEO, the man other CEO’s go to when they need answers (after his retirement). That’s the power of a personal brand!!
Corporate Blogging a Necessity
Ten years ago the Internet was called a hype. Mid and late nineties even the world wide web was first called a huge hype, then huge investments followed and it seemed as if everything in the world end with a dot com. Followed by so called dot com crash in 2000 (the giants crashed so they called it “the crash”. Online revenues never did fall). Its 2008 now, the World Wide Web is still there with a soaring audience, revenues then ever before. The World Wide Web is a media of the new generation and a media that definitely cannot be ignored, even if you refuse to open your eyes to it.
Corporate blogging is similar. Today corporates have to adopt it. The fundamentals of corporate blogging are very strong. The broadcasting and syndication facilities are absolutely too powerful and strong. The kind of communication a corporate a can with a consumer or even within a company is too strong to be ignored. Not all of these blogs take feedback, but when they do, blogs open channels to customers to give raw and unadulterated opinions. One is likely to discover insights that can fix, revitalize, advance and deepen connections between brand and customer. In a parity world, transparency is the tiebreaker. Agile brands openly embrace customers. Static brands fear them.
As technologies converge, consumers and brand marketers find new ways to communicate and interact. It can involve them in brand-based games, challenge them to create commercials for brands, bring them together for brand-sponsored events, galvanize brand feedback, energize brand sharing and transform your brand into a powerhouse of convergence.
Leading brands exploit every opportunity to converge technologies and engage customers. You can buy personalized M & M candy in your choice of colors from the Web with your own message on each candy. You can build online your own Ford, Honda or General Motors car or truck before going to a dealer. You can create custom clothing and shoes at Land’s End or Converse. In each case, the company has changed the equation for interacting with customers through convergence of networks and manufacturing. The brand interacts with and is defined by customers who use its technologies. Marketers take their cues from the top. Whether or not you prefer the role, the CEO is the lead brand custodian, the steward responsible for leveraging brands to the fullest. Today’s market space demands that your marketing teams vigorously embrace technology. Your role is not only to encourage use but also to nurture an environment that rewards experimentation.
We at Digiqom add flavor to your Personal Branding by working effectively with the intent to make you communicate as a brand. eOmega, DIGIQOM’S Online Reputation Management (ORM) Service Engine leverages the personality to a higher level where your personal image plays an effective role in the decision making process. Culled out of years of helping global corporates get their brand and leadership positioning right through our service arms- FULQRUM, global media perception and reputation management consulting, and iDQ, digital branding and asset management consulting, it not only adds on to the business profile but also presents you as a trustworthy figure.
So, what are you waiting for, go ahead and ………Be the Brand Yourself !!