Branding: Fully Utilizing Your Network, and Listening Well to your Customers

How is Branding Evolving?

​Branding is about being authentic, and telling your story so that consumers know who you are and what you stand for.  Branding is evolving; what was once called "word-of-mouth" is now social media.  More than just a Motto, Domain, Logo, or Patent, it's all of them; along with a relevant, engaging, and continuous daily presence.  

​Amazon understands all of this better than anyone. They have a wide and effective network presence - their social media of course, but also just take a look at the bottom of Amazon's home page; their network of other sites and services is diverse, and impressive!

The most important part of branding, more than anything else: listen to the customer, and do so across your entire network.
 

Every Company is now a Technology Company

Technology is now part of Branding, and every company has a network. Your brand is a network, and every company has to be, to some degree, a technology company. 

No one can achieve scale without having a significant investment in their network: their presence online (sites, social media, their actions off-site, and so on); their API's and other downloadable code; their own approach to creative advertising that 'does not seem like advertising', and more. 

Who Decides?

Your customers decide what your products represent; and they decide how to use them.  Your advertising, manuals, and websites are mere suggestions.  The customer decides - so listen to them carefully.  Ultimately, it is about the customer's emotions when they use your products.  Apple gets it and so does  Nike. It's all about how the customer feels - so that needs to be focused on, including in your advertising - even more than the product itself.