The branding crisis and opportunity ultimately arose from the change in media. The key to this change is That the subject of the media has shifted from brand to consumer focusedThat’s it.
So the branding has also changed. In the past, it was about communicating our message correctly through the media, but now branding can be said to be about forming and managing this brand ecosystem.
In other words, our goal is to allow users to create and interact with content related to our brand (precisely, ’empathy value’).
How to create a brand ecosystem?
The first step in creating a brand ecosystem is to find ‘consensus values’ between brands and consumers. And to build that empathy value into an ecosystem, ‘frame’, ‘storytelling’ and ‘community’ are used.
In this article, I will focus on the action elements rather than repeating the same content.
Creating the Value of Empathy
Common value is not about ‘product’ or ‘quality’. Regarding this, I called up a video of Steve Jobs several times and talked about it. Nike does not sell shoes, but pays homage to sports players, and Apple also evokes the passion to live ‘sports’ and ‘creative’ in a way that pays homage to great creators.
Lululemon has a ‘sweet life’ value, and Ooly has a ‘happiness’ value. Empathic value creation is a step to clearly establish what values ’we’ pursue together, not between brands and consumers.
Provide elements of user engagement
If empathy values have been created, elements in which users can participate must be created. In this process, users create content, and a sense of unity is formed between the participating users.
The elements of participation include:
- Content: programs or guides that can always be participated in (homet, etc.)
- Community: A meeting where we can connect with our users online or offline (Trebari Reading Group, etc.)
- Participation events: Programs related to consumer interest (and brand value), such as lectures and performances (yoga classes, etc.)
- Product idea: Users are directly involved in the product development process
You don’t have to have all these engagement elements. As we move forward one by one, we should focus on the value we are aiming for and the one that best matches the user’s inclination.
Use of Ambassador
Ambassadors play an important role in shaping the direction of the community. It’s not just an influencer or brand muse role. In the case of Glossier, the brand is naturally highlighted in the form of collaborations with beauty creators or celebrities.
In the case of ‘Dakku TV’ mentioned earlier, it is also content created through collaboration. In the beginning, you can increase interest by conducting such collaborations, but gradually, you can actively use internal power users to form your own brand culture.
Providing membership benefits
What are the benefits that can be given to members who are actively involved? These benefits are not just financial rewards, they can give you a sense of identity as part of this brand.
In addition to discounts, you can drive continued participation by offering the opportunity to be the first to try a product, personalized services, or invitations to a launch party.
This article is intended as a rough guide for non-branding companies. This is because we want to reduce trial and error in carrying out real branding along with our own confidence for companies whose own purpose is not clear: Why do we do branding?
These few articles may not be the answer, but I hope it helps a little to build confidence that the answer is not far away.
The original text of this article can be found here.
