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How to Build a Socially Oriented Brand
Posted on June 21st 2013
For the past few decades, marketing has been dominated by a mass-media paradigm.During that time, we’ve defined the ‘best’ marketing as that which makes the most efficient use of broadcast media, and as a result, we’ve spent decades perfecting an approach that’s all about reducing the cost of interrupting people.
The result is communications that have been distilled down to their lowest common denominators: a selection of sound bites designed to be shared as succinctly as possible across a range of media, repeated again and again in the hopes of eliciting a pavlovian response that will deliver optimum scores in campaign tracking. But this paradigm is broken. We’ve become obsessed with media efficiency, and as a result, we’ve lost sight of what effective communications look like.
[As an aside, effectiveness is about doing the right thing, while efficiency is about doing that thing right]
Back To Basics
The very roots of the word ‘communication’ highlight where we’ve been going wrong. The English word stems from ‘communicare‘, a Latin verb meaning ‘to share‘. Critically, therefore, real communication is about creating shared understanding. So, at its essence, communication isn’t really about what you say; rather, it’s about what other people understand.
However, as part of marketing’s relentless drive to maximise media efficiency, we’ve become overly fixated on ‘the message’ (i.e. what we want to say), and consequently, we’re missing the huge opportunities that come with building a better, shared understanding of our brands and their offerings.
In Context: Brands As Social Entities
In order for brands to achieve their full potential, they need to integrate more actively into the social dynamics that define the contexts in which they come to life. Sadly, many brands still behave like newborn children: entirely egocentric, and almost totally oblivious to the needs of others. However, studies have found that the traits we find most appealing in other people are those that are socially oriented. Interestingly, these appealing human traits are the same as those that define great brands:
Be Natural Popularity is more pull than push, and trying to become popular through hollow flattery and false mirroring is unsustainable. Impressing people is much easier if you lead by example instead of screaming for attention. As a result, it’s far better to champion the cause than it is to ride the bandwagon.
Be Considerate People appreciate a good listener, so don’t talk about yourself all the time. Take time to hear what your audience wants to say to you, and not just to work out what you want to say to them. Embrace the everyday people as well as the celebrities.
Be Generous If you want to build trust, give before you take. What does your audience want, need and desire? How can you help them achieve it through your communications alone?
Be True Stay true to your ideals, but don’t force them upon other people. Strength, honesty, humility and kindness are far more valuable brand values than ‘dynamic’ or ‘cool’.
Be Social Conversations are as much about the social discourse as they are about the sharing of information. Avoid an over-reliance on monologue and one-line statements, and engage in dialogue as much to reinforce bonds as to establish new relationships. Treat others as you’d hope to be treated yourself, and always be ready with the proverbial olive branch.
For brands, this last point – Be Social – is perhaps the most important when it comes to building enduring success . Of course, as a Conversation Agency, we’re biased here, but our positioning isn’t an accident; here at We Are Social, we genuinely believe that there’s far more value in dialogue than there is in the broadcast paradigm of a repetitive monologue. But how do brands ‘grow up’, and evolve from their current communications infancy to become more socially engaged entities?
The Art Of Conversation
To start with, it’s important to remember that you can’t ‘win’ a conversation. Conversations should be about a mutual exchange of value; if you’re trying to win, that’s an argument. A significant part of this mutual exchange of value is the opportunity to deepen bonds and strengthen relationships, at the same time as sharing information or knowledge. This is one area where marketers often fall down: in our arrogance, we believe we have more to teach audiences about our brands and offerings than we might learn from our audiences in return. However, it’s only the brand that exists in our audiences’ heads and hearts that has any value.
To this point, there’s a wonderful post on Wikihow entitled “How To Stop Talking About Yourself” – it’s a fascinating read, and offers this wonderful piece of advice that brands everywhere should heed:
Respond to questions without turning the focus onto you. When asked, “Did you see Survivor last night?”,
[Avoid:] “Yes! I never miss an episode; in fact my husband and I watch Survivor, American Idol, and Dancing with the Stars. Did you see how well Kristen danced last night?” You answered the question, but redirected the focus onto you.
[Try:] “I missed it; was it good?” Simply answer the question they asked you, and give them a chance to talk with you. After all, they like the show, and it was their topic.
In other words, making people feel like they’re an important part of your brand’s world, and welcoming them into your communications, are both huge opportunities to improve success.
Of course, for most brands, it’s still financially infeasible to have one-to-one conversations with every individual member of the audience, but channels like social media make such interactions much easier than they were when we only had broadcast channels to choose from. Having said that, taking advantage of ‘conversational’ channels involves a very different approach to the lowest-common-denominator approach we’ve become used to.
Change Is Coming
It’s becoming increasingly clear that Big Advertising Ideas are not as relevant to social communications as they are to TV. A single-minded comms approach may be the key to driving media efficiency, but it only works effectively if we get it right first time, and the reality is that most people’s brains work in slightly different ways. One of the reasons why this approach is rarely the best option is because lowest-common-denominator messaging rarely delivers the highest possible value.
The challenge is that single-minded communications are only designed to convey that single message, and that’s only truly efficient if conveying that single message successfully establishes the desired understanding across the whole audience.
Conversely, in order to maximise effectiveness, we may need to convey our ‘message’ in a variety of different ways over time, and to different groups of people, before we can establish a sufficient level of shared understanding across the whole audience. That wasn’t often an option in an expensive, TV-dominated world, but our media mix options have evolved. It’s time to rethink our commandments.
Enter The Leitmotif
In musical theory, a leitmotif is:
“a musical term referring to a short, constantly recurring musical phrase, associated with a particular person, place, or idea… In particular, [it] should be clearly identified so as to retain its identity if modified on subsequent appearances, [but] it is transformable and recurs in different guises throughout the piece in which it occurs.”
If that all sounds a bit complex, this Star Wars explanation nails the concept beautifully:
“Each important idea [and character] in Star Wars has its own leitmotif. At the beginning of A New Hope, Luke watches the suns set, wondering what his destiny in the world could be. His leitmotif [or 'Luke's Theme', if you will], is played wistfully and slowly to reinforce this idea. Later, when he is in the midst of rescuing Leia, his theme is stronger, more percussive, and rhythmic. Essentially, the same notes are being played, but the style with which they are played makes all the difference in the tone of the scene.”
Critically, a leitmotif does not represent the constant repetition that defines music like techno (and broadcast advertising); it’s about a theme that changes and evolves over time to add new value or meaning.
Adopting such a ‘communications leitmotif’ may hold the key to more effective marketing within the reality of today’s multi-channel media mix: rather than relying on repetition of the same message over and over again, marketers can adopt a broader, richer ‘communications agenda‘ which enables them to use a variety of activities to build towards success in different ways over time, engaging more of the audience in more meaningful ways, and ensuring a greater chance of success.
Evolving The Story: From Theory To Practice
There are a variety of different ways to bring a strategic leitmotif to life – here are some we’d advocate:
The Dandelion Approach As Cory Doctorow asserted in this seminal post from a few years back, the dandelion doesn’t put all its eggs (or seeds) in one basket. Rather than investing all its efforts in nurturing a single offspring, the dandelion spreads as many seeds as possible in the hopes that at least some will fall on fertile ground. This is not about random dissemination though; despite slight variations in each seed, every one contains the DNA of its parent plants, and each one is designed to travel as far as possible. Critically, though, the ‘costs’ associated with producing each different seed are low enough that individual failures are not an issue.
The Tapas Approach Meals comprising many small, shared dishes are popular all over the world, from Tapas in Spain to Dim Sum in the Orient. Each individual dish can be quite different, but they all ladder up to an overall meal ‘experience’ which is both reliable and enjoyable, even if not every dish is to everyone’s taste. This approach can work well for communications too: by harnessing a variety of smaller, disparate creative executions across a number of different channels, brands have a greater chance of delivering something that resonates with the different members of the audience, and shares the necessary understanding.
The Kaizen Approach Kaizen is a Japanese term meaning “change for the better“, and is a central part of a continuous improvement approach. The same concept lies at the heart of effective conversations too: each time a participant in the discussion shares new insights or information, the other participants can refine or modify their opinions or approach, in order to reach an optimum, collective understanding. The Kaizen approach is a bit more direct than the previous two, but it has a clear role to play in a variety of brand situations, particularly where the topic is more complex, or where rational motivations dominate.
There will be many more ways to bring such an ‘evolving theme’ approach to life, but the ones that will win through will be those that deliver a new kind of efficiency: the ability to identify when the necessary understanding has been shared with relevant audiences, and when investments can move to a new communications task.
In order to achieve this efficiency, however, marketers will need to get much better at listening to – and measuring – audience response and reaction, and using these to refine and evolve their communications approach.