In this Expert Insight Interview, Whitney Vosburgh discusses the evolution and changing nature of branding, what the future holds for this area of marketing, how to create a strong brand, and what constitutes strong brand attributes. Whitney Vosburgh is the founder and CEO of Brand-New Purpose and a branding expert.
This Expert Insight Interview discusses:
- The evolution of brand and branding
- Why the top-down, push-out model is no longer working
- The elusive nature of people’s expectations
Evolution of Branding
Branding has evolved a lot over the last few years, but the people’s perception of it does not seem to have evolved at the same pace. One thing that has never changed is that a brand is not what the owner says it is; it is what others say about a brand that is true.
It is a continuous ongoing emotional relationship between the brand and its user/customer. This relationship spans from a dynamic, ever-changing perception of the brand/organization.
Branding Is the Opposite of What It Used to Be
What has changed the most in branding is that in the past, it was very much a top-down, push-out model, which has, with the advent of social media and micro-publishing, evolved into more of a conversation between a brand and its audience.
Many large organizations don’t realize that branding has become almost the polar opposite of what it used to be. A brand’s success is now massively influenced by the people’s perception of it rather than the brand’s message itself.
Taking a Stance
People’s expectations are rapidly shifting. It used to be enough for a company to be perceived as providing a valuable product or service to its customers. Nowadays, many clients/customers/consumers look to branded companies and organizations to step up and take a stand on a particular issue, political or otherwise.
What makes the situation extra difficult for companies and brands is the fact that a vocal minority may heavily influence their stance on a subject. This can lead to brands focusing their branding efforts on trying to appeal to a small section of their audience, thereby losing touch with most of their loyal customers.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.