5 Key Characteristics Of Social Brand Platforms
“Crowdsourcing your logo is not a social brand platform–it’s more like asking a date what you should wear for dinner.”
Today, people are more interested in what a brand can do for them. Great brands are discovering that logos or advertisements are losing relevance, and instead put their efforts into creating social brand platforms that invite participation and create value in authentic and relevant ways. The real reason the Gap logo failed was that it wasn’t backed by any of this.
Social brand platforms require a new way of thinking: a cross between advertising, branding and design. In contrast to static logos and corporate identities where the focus is on control and consistency, social brand platforms have five key characteristics: they’re useful, social, living, layered and curated.
Logos create value for brands, but social brand platforms create value for people. They do not exist to promote something else (Logo), but rather they are useful in and of themselve. Take Nike+, Etsy, Facebook, ..
Social brand platforms focus on defining the context. They invite people to interact in one-to-one, one-to-many, and many-to-many ways.
But social brand platforms are living experiences and become more valuable as the crowd contributes to these platforms.
Social brand platforms thrive by offering multiple levels of involvement. They provide room for three types of involvement – creation, commenting and consuming. (only .1% of YouTube users are creators)
Without curation, user-generated content is useless. There are number of ways to discover content by color, location, time, editors’ picks, user evaluation and staff recommendation to name a few.
(Steve McCallion is executive creative director at design and innovation consultancy Ziba Design. Read full story at fastcodesign)
- ReTargeter’s Social Platform Transforms the World of Display Advertising, Delivers Massive ROI (prweb.com)
- 5 New Ways to Market Your Brand on Facebook (mashable.com)
- What Social Media Lesson Did Gap Learn? (directmarketingobservations.com)