Brand over Substance (Part 2)

Wednesday 20 July 2011

One of the first ever blogs I wrote was more a semi-biographical review of my experiences in IT than the kind of blogs I write today…

Heartfelt, writing something that could be shared with anyone who cared to read it, light hearted but also full of frustration.

Full of the frustration of how difficult it can be to get your voice heard when you have something really good but don’t have the reach or the brand recognition to get enough people to hear about you.

For a bit of nostalgia, try the following and see if anything here rings true…

Almost a year on, a lot has changed.

One of the things that I am openly excited about is the proliferation of social media tools and the ways in which individuals and companies can reach out to a worldwide audience.

All of this is now possible without having to spend tens of thousands of pounds on TV and Radio Commercials, Magazine Advertisements and hard copy Marketing Collateral.

We now have YouTube, Banner Ads, Ad words, SEO, On-line Newsletters and Magazines, Blogs, Tweets, Facebook, Linkedin and much, much more.

All of these things are available to anyone and if used thoughtfully can generate interest in what you’re doing and build a following that helps you increase awareness in what you do and ultimately build a brand.

We have been doing quite a lot of work on Twitter and looking in particular how to develop a following that consists of people that should be genuinely interested in what we have to say.

There are loads of tools available to help but what is the point of having thousands of followers if they are really just making up the numbers and unlikely to take notice of what you have to say?

Is building a big following on Twitter any value? How do you monetise the value of your following?

Is it the number of followers?
The number of people that read your Tweets?
The number of people that get driven to your website?

For B2B, I think it’s a case of quality over quantity.
For B2C and C2C perhaps it’s a case of quantity over quality.

To us, the value of our following will be determined by the good PR we are able to generate and how far the Connexica brand can be established not necessarily sales. I see sales as a by-product coming out of good PR and brand awareness.

With all the tools available to us today, perhaps it will no longer be a case of “Brand over Substance” but a case of “Brand due to Substance”.

Time will tell!

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