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Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.

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Creating a Brand for the Modern-Day Market


In the “Golden Age of Advertising” in the 1950s, marketing for a brand was seemingly much easier than it is today. Companies would create television ads, radio jingles, and catchy slogans for their product to make them stand out to potential customers.


Today, technology has advanced so much that there is a huge variety of ways to advertise a product and effectively create a brand. This can make it tricky for new businesses to get started in the market. Small businesses should be well-versed in the ways they can use technology and culture to cater to the contemporary market, rather than use more traditional strategies. The following are some tips for creating a brand that will attract attention in today’s competitive market.


Brands today should be socially conscious

In the 1950s, advertisers discovered that making a successful brand involved appealing to a consumer’s feelings. This principle is the same today, but on a larger scale. Today’s audiences want what Scott Goodson of StrawberryFrog calls “movement marketing;” his website has a great post to read on the subject.


Most people don’t want to buy something that is individualized to them anymore. People want to know that the brand agrees with something they support. It’s not unusual for companies today to go public about political affiliation, cultural movements, and social issues that they may donate to or promote along with their own product. Socially conscious marketing is a great way to appeal to your target demographic in a way that they can appreciate on a larger scale.


Brands today should have a social media presence

Marketing isn’t all about television and radio anymore. Successful companies have found ways to put their strategies on social media websites as well. You should consider having a person dedicated to keeping up on the latest trends on the internet.


Twitter, Facebook, YouTube, and Instagram are great examples of highly trafficked websites. Creating an account for your company, or buying paid ad space on these sites, can help get your brand on its feet and well on its way to popularity.


Social media websites are a great way for your company to have a more personalized voice. If your company has a professional presence, you may want to have an informational Facebook page with practical information in its description and its posts. If you are targeting a younger demographic, having a Twitter that has jokes and “memes” (viral Internet phenomena) related to your brand can help bring in new customers.


Brands today should be mobile friendly

Let’s face it—people aren’t just using a desktop to look at the internet anymore. If you’re thinking that your brand is up with the current technology just because it has its own website, you should probably rethink your strategy. Most people just use their phone to check social media and browse the internet. If your website isn’t designed for mobile use, it’s possible that your brand isn’t getting the attention that it deserves.


Many websites also have apps designed specifically for their own purposes. This means that consumers don’t need to open the internet browser on the phone and search for a website. Instead, they can click on a logo and be taken instantly to the service they need.


Along with a well-designed app, many companies have different logos for their advertisements depending on where the logo is being placed. If you have an app, consider making a minimalistic and eye-catching logo to draw people to the application. You don’t need the full name of the company if the logo makes sense and is easily recognizable.


In conclusion…

Advertising, marketing, and creating a successful brand is a lot different today than it was in its conception. Updating your brand for the current times is the most effective way of ensuring that your company is getting the attention it needs.


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