What is the health of your #brand in 2017...?

Gone are the days where brands used to create consumer needs.  Consumers today want more and they demand only the best.  Is your brand their preferred option of choice? Is your brand strong enough to adhere to these wants and demands (capacity)?

Because of these demands more brands will require protection from consumers…leading to a brand protection act...the consumer has become more powerful than ever.  This is also the time to consider collaboration with other brands and package more cleverly.  It’s not the size of your budget that will be a game changer, but your ability to influence, your creativity and brand relevance.  Are you able to keep up with the trends and demands of the market?  #Brandliquitity will become even more paramount.

Funky, fresh and new are #cool, but experience rule.  Don’t become a here today gone tomorrow brand.  Stay true to the essence of your brand but remain relevant.  A single-minded approach will sink your ship; your brand requires an integrated solution.  Incorporating Brand, Marketing and Communication interventions as a unit. Standalone efforts will leave you alone and at the back of the line. 

Data is king and expensive.  Will consumers engage with a brand that does not appeal to them?  The answer is no; and it will be reflected on your bottom line.  If you make a noise, they switch off and you lose your voice.  Simple as that!  A trend in 2016 come in the form of #insurance companies offering free airtime to arrange funerals.  It became so popular almost all of them are now offering free airtime; because of the demands of the market.

Again, there is no alternative to experience.  Make sure the composition of your teams includes both developed and developing talent.

Consumers today are educated and have access to more and bigger options.  Don’t allow your brand to be ridiculed and perceived to be desperate.  Your #reputation is crucial as your differentiator in this galaxy of noise and clutter. Allow your brand to rise above it all and lead the market.

Speak to all your stakeholders at once.  Customise your messaging to suit their requirements but don’t leave anyone in the dark.  Keep your message alive, not only during a crisis.  Be proactive, active and responsive.  Availability of your company representatives is not negotiable.  Make sure your employees are well trained and the #Ambassadors of your brand.  Empower them to own the brand and make it come alive at all touch points with the brand.  Partner with your stakeholders on this journey of #collaboration.

#Socialmedia are merely platforms/channels to engage and communicate.  Use it to your advantage and should not approached as the blueprint to your challenges and objectives.  Nothing replaces the basic principles and fundamentals of Brand, Marketing and Communication. 

We will also witness an increase of #socialmarketing initiatives.  Whereby consumers are educated and feel more involved with a brand, thereby enhancing loyalty and affinity. Consumers appreciate #socialmarketing interventions. Create that hashtag moment in 2017 and make a difference.