Why Vlogging Is the Most Powerful Tool for Branding?

Since the rise of the digital age, consumers have begun to recognize the quality of information related to different tailored brands.

For this reason, brands explore the means to address this need by identifying ways to convey their promotional messages through contemporary forms of communication.

Combined with that, over the past few years, consumers have developed a habit of engaging in discussions via media platforms to exchange opinions and information with other people.

Given this activity, new platforms have been created, such as blogs, that facilitate these discussions.

In conclusion, vlogging has become an essential element of today’s brand communication plans and a driving force shaping the new era of marketing.

What is vlogging?

According to Wikipedia, a vlog is a type of blog that uses video as a means of communication. Vlog (“video blog”) uploads often incorporate an “embedded video or link” and the content is enriched with engaging text and images. This type of video has become very common on the YouTube channel.

Vloggers along with their audience constantly diversify the teen social media scene and their experience. Their rise is linked to the huge number of loyal followers’ popular vloggers have, which even defies the impact of traditional media. There are many other benefits of vlogging.

Why vlogging has become a digital trend?

To get a broader idea of the role YouTube has gained in everyday consumer life, let’s run through a few key numbers.

About 1 billion people use YouTube, which is one in three people who use the Internet. Every day, users spend a total of millions of hours watching videos and, consequently, generate millions of visits.

The main YouTube users are within the age group of “18-34 and 18-49” in a much higher percentage than those directed through television; 40% of them click on it through their mobile phones.

Based on the 2015 trends, marketers have identified the need to bond with vloggers and start cooperating with them to promote their brands.

A new medium for the field of marketing and advertising has been identified through the practice and growth of vlogging. Vloggers, who mainly belong to the young age group, create videos in which they appear in their personal surroundings showing elements of an ordinary day in their life. Brands can not only collaborate with vloggers for advertising, but can also create their own branded “vlogging channels.”.

Numerous companies and brands have started using vloggers and taking advantage of their huge exposure and millions of subscribers on YouTube.

This implies that brands recognize the power of this new tool and the fact that these young stars are transforming the way consumers interact and report online.

This is a reminder that YouTube as a channel is not the main reason for the creation of this trend, but the expansion of the use of mobile devices and the fact that consumers need clear and honest data on the benefits of products and brands.

In conclusion, video is essential for the communication of your brand that will allow your brand to be oriented to a large group of people. Start a vlog is easy and affordable.

You can start vlogging with your phone without investing much money. All you need is a phone stand to record high quality videos.

Why should a brand engage in vlogging?

Before deciding to incorporate a vlog into your brand communication strategy, the brand management team should know the reasons for considering this new platform.

Audience Reach & Content

Vlogger YouTube channels can provide a boost to reach a large audience that other platforms might not have been able to serve.

In addition, in terms of content, it is an opportunity for brands to provide information about the product in any creative way they want along with the information from the vlogger.

Vloggers are creating organic content that drives consumers to action. This new content marketing tool is of value to brands and companies unleash the creativity of the owners of vlogs.

In addition, they allow them to communicate with their audience in the way they are used to so that brands get the most.

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Social Media And Branding: The Benefits Of An Umbrella Brand

A salient fact about social media marketing is the fact that markets move so very fast. Social media creates great scale. The scale creates the great speed that we find in contemporary markets. The way that social media brands are created is that first a product is positioned. The scale of the market makes it evolve. This means that the product is repositioned. As the brand continues, the repositioning creates a new positioning.

The way that the early car industry was branded is an example. Two great giants of this era were Henry Ford of the Ford Motor Company and Billy Durant who created General Motors. Both understood that the original market would depend upon low price. Durant also felt that the low price should also have variant brands to target different groups. Henry thought that price was the key and he created a world class brand in the Model T. For a time, Henry’s bet was the correct one.

The market evolved overtime. As the decade of the 1910’s progressed a middle class developed. With more resources available, people began to want more than just a low price in a car. The variance of income created different targets for the car. This created the necessity for the car to be branded in different ways. Luckily, for GM, Billy Durant had created these different brands. In the General Motors model, Chevy was the entry level for low income people. Ponitac was the next level. This is for people who start a job, and start receiving early career promotions. For the mature mid career there is the Oldsmobile. For those people know on the fast track there is the Buick. Finally, for the people who have made it, there is the Cadillac.

I think the GM model is the model that modern social marketing should follow. Different income groups define their products in a different manner. The brands help them define themselves. This is the beginning of what is called the “umbrella” brand. This is several brands of the same product, under the roof of one company. It is this strategy that allowed General Motors to overcome a seemingly insurmountable lead by Ford in the 1920’s to become the pre-eminent brand in cars. What are the benefits to having an umbrella brand in relation to having just one big brand like the Model T.

As in the case of General Motors, a big benefit is MARKET GROWTH. There is strength in numbers. With many brands, like the GM family, there is constant engagement with the General Motors brand, instead of the singular General Motors “car”. As In the GM case, no one brand can control the entire market. This is the genius of Albert Sloan. It was Albert Sloan that has taught marketers the importance of targeting, segmenting, differentiation, and branding. This is in clear contrast to Mr. Ford’s assertion that you can have any color you want as long as it is black.

Multi brands PREVENT BRAND EXTENSION. In 1923, there were many car companies, most with one brand. By having multi brands, Mr. Sloan was able to consolidate the market and to dissuade the smaller struggling companies not to extend their brand and to get out of the market, allowing General Motors to concentrate on Ford.

Multi brands PROTECT THE BRAND IMAGE. Everyone knows that Chevy, Ponitac, Olds, Buick, and Cadillac were General Motor brands. Each of the cars contributed to the GM image. Ford’s singular brand in the Model T worked against Ford. Because it had only one brand, Mr. Sloan was able to portray the Model T as a brand “built by farmers for farmers”.

Dean Hambleton

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Branding Agency Versus Ad Agency

As a professional branding consultant working for a branding agency I am always amazed at the lack of knowledge of ad agencies or marketing companies when it comes to branding. Sure, they all say they do branding but saying a buzz word does not make it so. All they really care about is doing what they do best. Media. That is right, they buy and sell media. That is how they make their money and what they are concerned about. So when considering an agency consider what ultimately motivates them.

Another big disadvantage that ad agencies have compared to a branding agency is their short term thinking. Sure they come up with funny and witty TV commercials that make you laugh but they are extremely short lived. A true branding company thinks long term and how actions internally and externally affect the brand. For instance you may have seen the new ASK.com TV campaign that features Kato Kaelin. That was obviously done by an ad agency that could care less what the long term effects are on Asks brand. Of course the customer approved that ad and should be ashamed.

How many TV commercials do you see that require you to scratch your head in amazement? These were all produced by ad agencies that have no real branding knowledge. A branding agency would not make these mistakes. Short term advertising is not part of the tactics a branding firm would recommend. Everything is done according to the strategy and brand identity of the client.

So why is that important? Building your brand identity is the most important thing you can do for your company. It is what differentiates your company from all your competitors. It is what makes your employees stay with your company or draws perspective candidates to your company. It is what reduces your marketing and advertising budget. Brand identity is the driving force behind your company. It will also help to develop your brand image in the marketplace which is what you are after.

When deciding on hiring a branding agency or an ad agency consider what is important to you. If you are just looking to make a quick hit in the marketplace then an ad agency may be the way to go. If you are looking to develop a long term integrated branding strategy then hiring a branding agency will be a smart decision for you and your firm.