All day long now it seems we receive emails, tweets, Facebook, LinkedIn messages and traditional marketing promotions to buy items. Sometimes it is just news and other times brand stories.
Branding is building a relationship with your customers by conveying a message that stands out or resonates. You create a relationship by delivering the product message and remaining credible.
Today we let social networking assist in doing the work for you. Thus you need a relationship building plan based on your product message and it has to be short, strong and repeatable.
What works today is the experience that people can have with your product. Show them the value of the brand and they want more.
So for example talking about the speed of a pouch machine is no longer important as is showing a video of a high speed system. A machine with endless pouches continuously moving down the packaging line says it all and a pouch counter in the corner confirms this. What really sends the message is a look at the waste bins and nothing inside means efficient, the presence of no labor on the line shows productivity and a video picture of easy cleaning wraps up the machine promotion.
We all know that messages and procedures presented in video has greater impact and much higher retention than the written word. Remember the video must be kept short, sharp and standout. The relationship starts to build!
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