Kat’s take on when a brand isn’t a brand

Posted on 31st August 2018 by Kat Wilding

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The definition of a brand is a name, term, design, symbol, or other feature that distinguishes a business or product from its rivals in the eyes of the customer, and if asked to name a famous or well-known brand the likes of Apple, Nike or Disney spring to mind. However, the rise of social media, gossip magazines and reality tv shows has seen an increased number of individuals personally branding themselves as social media influencers, reality TV stars or public figures.

Whether you watch TOWIE, Big Brother or Love Island, scroll through Instagram or read OK! Magazine, chances are you’ll know who Katie Price, Kem Cetinay and my personal favourite Gemma Collins are. Reality TV shows paired with the power of social media has created a find fame fast culture, allowing individuals to utilise their five seconds of air time to create their own brand and become household names.

With opportunities to earn over £1,000 for one sponsored ad on Instagram, appearances at night clubs and chances to bring out cook books, fitness DVDs or clothing lines, it appears the opportunities to get your name out there are endless. But how long can these brands really last? Creating a unique brand that has a human element, which the public connect with is vital. Veterans such as the GC and Keith Lemon have been in the public eye for over 10 years and have stayed relevant by becoming their own memes, sharing their opinions and creating a connection with the general public.

Piggy backing on topical issues is something reality stars also like to get involved with. For example Hayley Hughes a contestant on this year’s Love Island has gained numerous pieces of coverage with her views on Brexit. Providing comments from your businesses spokespeople on high profile topics is a great way of building brand awareness, generating thought leadership content and demonstrating your ability to comment on wider market issues.

It’s important to understand how best to communicate with your target audience by making the most of the marketing channels you have available such as social media. As a B2B PR agency we know that certain channels appeal more to certain audiences, therefore it’s important you understand your target audiences and how best to connect with them.

Now, I’m not saying in your next board meeting ask yourself WWGD (what would Gemma do) but thinking like a social media influencer or reality TV star could provide inspiration for how to get your brand noticed.

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