What does a brand consist of? A brand is not a logo, set of colors, or communication on social media.. The truth is, your brand is all of these things and more. It’s what you and don’t in emails; it’s whether you talk about yourself all day on Facebook or you offer a real value.
The phenomenon of live brand has appeared in marketing. A live brand is much like a breathing organism. It is created and developed by people who figure out its true purpose. You can’t create a brand, using only technologies. You can use some technical tools, such as analytics and surveys but it is just a small part of it. Only people can make a brand alive.
If you want to know more about a live brand, there are some characteristics of it:
- Think the way people do. Live brands are developed by people who have human way of thinking, they don’t think like cash registers or corporate buildings.
They care about the people they communicate with. They care if they're happy, sad, satisfied, frustrated, or hungry.
Live brands listen more than talk. They speak when they need to speak but always have an ear to hear their audience, clients, partners, and stakeholders.
- Life brands have personality that inspires and connects with their audiences.
- They know what their audience wants and how to provide it. They know how to inspire them, connect with them and help them achieve their goals.
- Live brands know that they can never go wrong with investing in people. They invest in listening, learning, training, empowering, building teams and creating a culture, which enables their brand to shine from the inside out.
Author: Irina Rudenko, the second year student (TSU)