Summary : the presence of brands on the internet is a major concern for businesses entering the social web. But there’s a big difference between thinking and definining oneself as a brand and an ogranization. A brand is the expression of an identity while the organization is rather an action driven approach to customer service. Both should come together but, unfortunately, the social channel is often owned by the people in charge of one of these two approaches at the cost of the other. As recent surveus show, customers, even if they appreciate appearances, often prefer to value the execution of the promise. It’s time for organization approaches to replace brand strategues on the web.
Every time a new platform or service is launched on the web, the first question that comes is “how to make brands exist there.”. From a personal standpoint, as an internaut, I find it exasperating. I don’t want to rub shoulders with a brand or to become “friend” with it, most of all when it corrupts the system. You may retort me that I sometimes interact with brands and appreciate it. In fact I appreciate these interactions as long as it helps me to satisfy one of my needs. According to what I see, the more a business acts like an organization and less as a brand the more it succeeds at satisfying my needs. And, according to reports I mentioned in a previous post, it seems that I’m not the only one who thinks this way.
What is the difference between a brand and an organization ? And what are the deep consequences of the differences between a brand oriented approach and an organization oriented one ?
A brand is a matter of identity. “This is who /what I am, what I embody, my image”. Having a brand strategy is unavoidable when we see how much time we’re spending online and to what extent our online experiences impact our lives and decisions. Brands have to be known, have to let people discover and know them better, deliver a message that’s better understood when carried by conversations instead of declaration. So, having an online brand strategy is vital. But not enough. The post I mentioned above clearly shows that internauts, contrary to received ideas, don’t value neither social conversations with brands nor being part of a brand community. They want concrete and operational outputs.
For instance, let’s consider a clothing business. It can hire a kind of muse that will embody and carry the brand, make people buy its products. But if the product has a poor quality or when it need some cleaning, I not sure that asking the muse will be of any help. Not because the muse won’t want to help, but only because it’s not her job.
Another example. Everybody knows that I appreciate KLM a lot. Of course, they have a very good brand strategy but this is not the reason why I began to watch them and pay attention to what they were doing. It all started because of their effective organization strategy that once turned what could have a nightmare into a nice travel experience. Without excellence in customer service, brand strategy has little value and may even be counterproductive.
You can find the "original" french version of this blog here
