A world class brand is created through four tiers. The tiers are image, identity, positioning, and differentiation. Success in social media marketing is dependent upon these four concepts.. There is an explosion of products in the new media age. Your product must have a strong brand if it is going to be selected by consumers. Simply put, before a product is selected, it must be known. Using the four concepts are the tools that the marketer uses to be successful. The creation of the brand is the end result of 4 concepts. The four concepts are Image,Identity, Positioning, and Differentiation. Let me give a brief definition of all four things and give an example of how a world class brand was created through this tier. Understand that in new media, brands take on almost human persona.
IMAGE. A brand image is how a brand sees itself. More importantly, it is how consumers perceive the brand.
IDENTITY. A brand identity is “who we are”. Our identity is our personality. In the psychology of personality, personal identity is critical to being a healthy, well-adjusted human being. A healthy person understands who they are. Are we athletic, are we honest, are we hardworking, are we caring, are we cold—exactly who are we, anyway? This is our brand identity. Identity goes to a brand’s values.
POSITIONING. Positioning is a comparison between two products. We compare our product in relation to another product in a product space. Some sneakers are designed for basketball. Some sneakers are designed for walking.
DIFFERENTIATION. Differentiation is a perceptual thing. After the brand has been positioned, a marketer must define the product in the customer’s mind. After basketball sneakers are positioned, they are defined by the saying “…it must be the shoes”.
Let me illustrate how these 4 concepts worked together in creating a world class sneaker brand. This brand is an icon in American marketing.
IMAGE. The image is that the company makes “cool sneakers”
IDENTITY. The identity is that it is made up of good people. As this brand progressed, it moved its manufacturing production off shore. It used outside outsourcing organizations that used abusive labor practices in host countries. This created serious image problems for the brand. In addition to it causing perception problems, the practices were just plain wrong. The brand understood this. It took a strong proactive role in righting these wrongs. The brand did this because this is what its identity was—a brand made up of good people who did the right thing in the proper manner.
POSITIONING. The company created a world class brand in basketball shoes. To create its brand, it contrasted these sneakers in relation to walking and running shoes.
DIFFERENTIATION. After the sneakers were positioned, the company then had to define itself to customers.The basketball sneakers were differentiated with the line, “…it must be the shoes”.
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