Building Trust Through Real Branding
In the social networking era, online brand building has become a sophisticated challenge. More so, when focusing your efforts towards a human perspective, or brand humanization as we call it nowadays.
People look for experiences. Every day. Content proliferation has become the “plat du jour” making it very difficult for brands to keep up with the demands of the online interactions, working hard to get their content noticed, if only by a few.
In the past, producing a billboard or a TV or radio spot was enough to keep a brand's awareness alive for months, or even years, with all the work, money and effort that each required. Today, this is simply not enough. Although traditional media still serves the purpose in its own traditional way, the need to enhance even more the awareness with the support of additional communication tools is what makes branding, and marketing, overwhelming. And fascinating!
Creativity, innovation, out-of-the-box thinking, disruption, are some of the words that describe this new trend of the “here and now”. Either you seize the moment to reach out or you miss the opportunity.
However, in spite of this fast-moving environment that we have created for ourselves, the perpetual content creation, and the insatiable hunger for daily discovery, building trust and influence takes time and commitment.
How? By combining improvisation, planning and getting involved. This is where the “humanization” concept takes shape in this 'real' branding context. We as humans organize our daily routines, plan ahead, improvise when necessary and we get involved in what we do. We act in real time, and being real is the first step for building trust.
Improvisation & Planning