Marketing Authentically-The Identity of a Brand & their Digital Effects
How does this apply to the digital space? How does this affect the way a consumer views the identity or brand of a company?
Dove, H&M, Pepsi, Chick-Fil- A, Coca-Cola, UGA Football, Wendy's. Do these names ring a bell? These are just a few companies (good or bad) that have popped up on my social media accounts within the past year. While all being so different, they all have made a significant impact in the digital space.
Is the identity of Dove, a company that in the past has embodied an identity of inclusivity and diversity for all, diminished by the video posted on one of their social media sites? One would say yes, one would say no, but I believe their identity is unclear and at times questionable. In my opinion, this made their controversy last longer than others do.
Chick-fil-A on the other hand is a brand who despite the occasional negative press, has consistently stayed true to who they are. A company founded on the principles of Christianity, they have not wavered when they experienced backlash due to expressing their opinions on gay marriage. Initially, I believed that a brand with strong opinions and at times unpopular opinions could be damaging, they have continued to be successful. Why is that? I believe that people value authenticity, something clear and decisive. They want to know that they will feel good about spending their money at a place rather than regretting they did.
All in all, controversy ignites from the use of our voices on digital platforms. It is imperative for a company to know their identity and create a strong brand message. It is also important to create digital content that is reflective of your brand and what you stand for. Doing this, creates a foundation that can withstand negative press and gives a clear message to consumers.
Be kind to one another.