In many ways, the key to successful business lies in that business’ marketing tactic. And, as any marketer out there will tell you, marketing success boils down to the success of a brand. As educated business people and marketers, we create successfu
l marketing campaigns by creating carefully constructed and well educated brands for our product or services. Brands communicate a company’s values and interests, while distinguishing it from all other companies. Of course, branding is no new concept. However, it is one that is often changing and adapting to modern trends and ideals.
Today, social media and social networking have become major avenues for brand development and marketing. Platforms like Facebook and Twitter have facilitated a way for marketers to communicate their brands more clearly and reach millions and millions of users all in one space. With college aged students and recent grads making up one of the biggest populations represented on these social sites, it is important that marketers understand the appeal of these sites and try to learn something from them. The purchasing power of millennials between the ages of 18 and 25 is not something to be overlooked by marketers. Sites like Pinterest offer an interesting insight into the world of branding and marketing towards this powerful generation. While Pinterest itself is a wonderful platform for marketers to utilize as a tool in their own branding, the social site also offers some worthwhile lessons for the world of marketing. Take notes on these three branding lessons learned from Pinterest
Creating a smart and successful brand has everything to do with visual appeal. You want to create something that is aesthetically pleasing and instantly recognizable. Where Twitter brought our conversations and thoughts down to 140 characters and Facebook squeezed our entire lives on one beautifully constructed timeline, Pinterest has reduced our every interest, like, and hobby into a series of images. And it’s powerful. Pinterest demonstrates the power and influence of a good image. Today, more than ever, it has become essential for retailers to post images of their products online. Logos should be clean, attractive, and compelling. Websites need images and careful design. Of course, as marketers we always knew the importance of appearances, but Pinterest has made it so an entire concept or an entire company is narrowed to a series of pictures.
Something else that is so appealing about Pinterest for users is that it is customizable. Pinners can control their own experience. They create their own boards, name them what they want, collect what they want, follow whomever they want—they make the decisions. This idea personalization and individuality is one of the most difficult parts of marketing and branding. Markers seek to create something that is universally recognizable and accessible, while at the same time being unique and personal for each individual person. Pinterest demonstrates the importance of options for users and consumers. Give your customers choices so that they can feel in control of some aspects of their consuming activities.
Make it Simple
Simplicity has been key to branding for some time. The idea of simplicity, however, can go much further in marketing. With Pinterest users become “hooked” because of how simple the concept is. It’s easy—you create a board and pin things to it. Users can get started with it right away and continue using it without any extra effort throughout their normal web use. In marketing, you not only want your brand to be simple and easy—nothing too flashy or overly busy—but you also want the process to be simple. Your website should be clear and accessible. People want to be able to find the things they are looking for quickly. In a broader sense, you should keep this in mind with your marketing plan. Communicate your company or product’s purpose and use clearly and flatly. Consumers aren’t going to go searching for you very hard—make it easy for them to find you and know what you are about.
About the author:
An experienced writer on all things related to higher education and business, Amanda Watson spends her days covering the latest stories on various topics such as online mba rankings, web entrepreneurship, and social media marketing. You can contact Amanda at firstname.lastname@example.org.