A brand’s culture is what it stands for---what are the brand’s moral values. Social Media branding is done through giving brands a human persona. To be a successful brand, the brand must stand for something, morally This is what makes the brand stand apart from other brands. To be a well adjusted human being, a person must have a value system that they draw upon to make choices.
There is a clutter of products in today’s modern market place brought on by social media. Anyone with compelling content can post that content onto a social media platform. How does a marketer make their product stand out?
A significant way is to create a brand culture that the product can draw from when gray areas develop. The modern market place many times has many gray areas. A brand culture allows a product to navigate those gray areas.
A brand CULTURE is the moral values that this brand conveys. For many years Wall Mart had an image as being a very cold business. A company unconcerned about its employees and its workers. The culture of this company was just the opposite. The company’s culture was one in which supervisors very much cared about their workers and customers. The company could never seem to convey this image. Then Hurricane Katrina hit.
The company was renown for its supply chain. Before the storm hit, this retailer stocked its stores with items that would be necessary for hurricane victims to get back to normal. The storm devastated Louisiana and Alabama so severely, the retailer opened its doors and gave away necessary items and food. This retailer literally fed entire areas. Since that time, this retailer’s brand culture is seen as a concerned brand.
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