How Social Media has Changed the Way Companies Build their Brands

Written by: Skylar Maurice

Social media has become a prevalent part of people’s lives. People can use it anytime of the day. They can also use it in a variety of settings including their work, school, or special occasions. It is something that has also had an impact on how companies created their brands through an increase in expected development, customizations of publishing, and interaction with consumers. There are several brands that have efficiently become incorporated into a cultural conversation.

Social media has given companies the prospects of a brand’s development. This can be seen through the improvement of a brand’s recognition and perception. According to Indiana Wesley University, social media gives people the ability to reach customers all over the world. This increases a brand’s ability to increase people’s awareness towards them and enhance their general visibility online. Media is one of the most influential  promotional instruments to acquire customers. It also helps to build an awareness of commitment toward the brand.

Media has also given companies the ability to customize their publishing. Customizing a brand’s publishing provides people a sense of knowledge towards a brand they may not have received otherwise. It also helps a brand become more noticeable and communicate a greater understanding  of how an organization operates.

Marketing has become reinvented through media creating an interactive communication between a brand and their consumer base. According to The Nativa, rather than exclusively leaning on convention advertising companies can interact with customers using other methods. This includes messages, comments, and conversational marketing. It has also designed trust through it generating complex audience marketing and consumer insight.

A model of a brand effectively integrating into a greater cultural conversation can be seen with a brand called Always. According to Medium, this brand had a message that altered the interpretation of the phrase ”like a girl” from an offensive statement to a motivating one. The campaign changed the narrative towards gender generalizations. It made people ponder and wonder how this phrase has been hindering generations of girls. The ad became an influential message for many girls.

Another brand that successfully integrated in a larger cultural conversation was Nike. The brand wanted to send a message that inspired people to pursue their dreams, regardless of the hurdles they may have to deal with. The campaign made a courageous attitude towards racial unjustness. It helped to ignite a conversation on social accountability and advocacy for athletes. Nike inspired a debate and tackled a problem that many brands would decide to not take on. The campaign helped support athletes in standing up for what they are advocating for. 

Storytelling is also an essential part of modern brand marketing. It helps to make information identifiable to the audience. According to Forbes, the audience can communicate with a brand on a more profound level and by having stories shared. Emotive branding is essential in establishing a loyalty between consumers and a brand. Stories tend to resonate with an audience more than data or analytics. A distinctive narrative can help brands showcase their  brand ideals, strategic intent, and the creators. It produces a memorable personality for the brand.

Social media has become a part of people’s everyday lives. It has changed the way that companies designed their brand. This can be seen through an improvement in their development, personalized publishing, and customer involvement. Also, several brands have been able to align themselves with modern trends as well.