Branding in the Digital Era

How social media and smartphones necessitate an experience-centered, purpose-driven brand : a focus on identity-building and sharing on social media

We are constantly bombarded with information. As soon as we awaken, many of us instinctively reach to our smartphones; before we rest our eyes at night, the same smartphone rests next to our faces (most likely being charged peacefully, because how nightmarish would a dead phone the next day be?) According to an NPR article on smartphone addiction, “the average adult checks their phone 50 to 300 times a day.” The smartphone embodies an endless stream of information from innumerable outlets, yet a crucial distinction in this era is that much of what we absorb every day comes from social media. In 2017, Reuters conducted a study noting that “Two-thirds of Americans get news from social media,” citing Facebook, Youtube, Twitter, and Snapchat as notable sources. Now, that proportion is likely to grow — especially as other social media platforms expand in their “news” dimension (i.e. Instagram updating their features with IGTV to compete with Youtube). Social media is easily accessible, fast, relatable; these applications allow us to stay connected with our friends and capture news of worldly relevance (and sometimes, of little relevance) simultaneously. We’re part of this entire digital community — and it’s conveniently located in our back pocket.

In Ryan Holiday’s The Perennial Seller, he praises word of mouth marketing as the essential form of marketing for establishing a lasting product; now, WOM marketing is more lucrative than ever, for we are constantly exposed to it. It has integrated seamlessly into our lives and become more effortless to achieve than before. When we take particular interest in a product, all we need to do is tap a screen, and BOOM! our personal experience with and recommendations on a product will be shared with hundreds, maybe thousands of contacts. This does not need to be an intentional act of marketing; the simple desire to share an experience achieves the same effect as WOM marketing. The “sharing” function on social media perfectly exemplifies the ease of WOM marketing; for example, Spotify has an option for users to “share” their music tastes through linking songs to their Instagram stories and various other methods. Social media encourages us to share minute details of our lives — the more likely the product is to add value to the user’s life, the more likely the user will share the product via social media. This is particularly effective as we, being the audience, might not even be consciously aware of the advertisement itself. Traditional ads usually force us into a cage, leaving us waiting in impatience for the key to a swift escape (cue Youtube Ads and skip buttons); however, we consciously choose who we follow on social media platforms like Instagram — whether it be a celebrity, an influencer, a friend, or a complete stranger. We follow them because we like them and we enjoy their content. When a product makes an appearance in their social media posting, regardless of whether or not it is featured, it is likely to make a favorable imprint in our minds; we are already predisposed to liking their content, and we are not as guarded as we may be with advertisements. For example, an influencer may post one Instagram snapshot of her go-to smoothie at her favorite smoothie shop; followers are more likely to see this as enjoyable content of the influencer’s day and as a genuine recommendation rather than as a targeted advertisement. While establishing trust with a new consumer is difficult, brands can appeal to new consumers through channels these consumers already trust. Social media is a valuable platform that allows for natural appeal of products through exposing them to large groups of people who have established trust in the advocate: followers, comprised of friends and others who consciously choose to follow the advocate’s content.

It’s not just with increased ease and efficiency that social media has transformed branding; social media has driven our generation to self-promote and solidify our identities on its platform. People share on social media for a simple reason: so that others see it. Every moment, we are curating a part of our identity. With the insuperable stream of information constantly circulating in the digital world, we are able to build complete profiles of absolute strangers. Even scrolling through dating applications, we swipe left and right on the autobiographies of strangers desperately trying to differentiate themselves from the masses. This information overload makes the mentality of comparison inevitable and pressures us to establish our own distinct, solid identity; as everyone polishes their online presence, we hasten to build our own. The problem is, nowadays, there is too much clamor and not enough content; there are too many notifications, yet not enough true discussion. There is so much indulgence in what is temporal and fleeting and exciting, yet that is never truly fulfilling; these experiences are only temporal fillers that leave a gaping hole after — for the next hit of excitement. Even if we do not realize we’re seeking it, we want purpose. We need it now, more than ever. The clamor of social media has driven us into a quiet anxiety to find ourselves and seek a deeper fulfillment; we simply cannot compete with everyone on the terms of materialism or success, but purpose rewards us with what cannot be quantified — inner stability and self-confidence. This is indirectly reflected in general trends on spending — Millennials are spending more on experiences than on stuff. Like a succulent extending its leaves in search of sunlight, we extend out of our constant reminders of capitalistic society in search of warmth and truth. As a society, we lack fulfillment.

Operational excellence is not enough — not when innumerable products flood the market claiming to be of highest caliber, all vying for the consumer’s attention. To achieve true differentiation and build a connection with consumers, brands must have an established sense of purpose, supported by actions that align with their values and beliefs, and create a unique experience for the consumer. We are all seeking fulfillment and self-growth; brands are able to act as vessels through which we understand ourselves and portray ourselves to the world. When brands build an emotional connection with their consumers, they add value to the consumers’ lives; this encourages users to promote the product to their friends and community, whether out of pride or gratitude or both, either verbally or through the most popular modern outlet: social media. When consumers do this, they do not simply seek to extol the brand; through promoting a brand that aligns closely with their own values and beliefs, they are engaging in self-promotion and affirming their own identity through the brand. These consumers become more than just the brand’s loyal fans; they form the crucial base community for WOM marketing. In Ryan Holiday’s The Perennial Seller, he mentions a theory called 1,000 true fans, claiming that a creator only needs 1,000 true fans to make a living. Appealing to consumers through aligning with their values and beliefs strengthens the brand’s connection with the consumer, making the consumer more likely to share the brand and become part of the WOM marketing base for the product, thus ensuring the brand’s long-term success.

All in all, humans connect with humans — not robots (at least, not now). Social media has equipped brands with the perfect platform to humanize themselves; it allows brands to form a distinct personality with a social profile just like those of actual people and publicizes minute interactions with consumers. It also allows brands to directly target interest groups and specific people who align with their interests. Brands that connect with their community through purpose are able to naturally gain a consumer base that guarantees them longevity. At the same time, these brands have the opportunity to spread sense of meaning and depth to a world sometimes filled with too much clamor. Through social media, brands not only gain an invaluable tool for promotion and connecting with consumers but also an opportunity to influence the world in a positive manner. One recent example is SK II’s campaign #INeverExpire, which advocates for women to thrive in life, free from age anxiety stemming from societal pressure; while effortlessly promoting the anti-aging benefits of their skincare products, SK II empowers women to step beyond societal restraints and live fully. This theme becomes embodied in their product, allowing women to have a deeper experience in supporting the brand and using SK II products, thus enabling consumers to be part of a larger movement — the empowerment of women.

The combined prevalence of smartphones and engagement in social media has created a readily accessible digital community that encourages self-promotion and identity building; brands with a focus on purpose with defined values and beliefs are able to transcend the utility aspect of their product and build an experience for the consumer that integrates the product into the consumer’s identity. Not only will this positively contribute to the consumer’s life through solidifying the consumer’s identity and allowing the consumer to feel part of a larger group or movement, this will also generate a loyal consumer base that is likely to engage in WOM marketing through social media platforms. Through social media, brands with defined values and purpose are able to ensure their relevance and longevity while influencing the world in a positive manner.