Tech, Social Media Can Help Agencies Brand Like the Big GuysTech, Social Media Can Help Agencies Brand Like the Big Guys

Coke, Apple and United Airlines: For better or worse, these corporate names have achieved brand recognition that make them virtually synonymous with the products they sell.

Can a humble independent agency ever hope to achieve that sort of fame—or to compete with the geckos and cavemen with their billion-dollar ad budgets and legions of marketing people? The good news is that while you may not achieve the fame of the big guys, today's technology can help you give them a serious run for the money.

That was the underlying message at Aartrijk Brand Camp 2012, a day-and-a-half immersion in all things brand. Hosted by Peter van Aartrijk and global-branding guru Tony Wessling, the event featured in-depth discussions of the various components of a brand, a rapid-fire presentation by eight insurance-agency marketing pros, a discussion of the evolution of the agency workplace and more.

Here are some of the takeaways:

• Brands are living things, complete with heart, brains, skin and the “naughty bits.” Like the overall health of your body, an authentic brand comes from the inside out and requires a healthy heart (bonding with the customer), guts (the intestinal fortitude to make needed changes) and brains (analytical and emotional engagement).
• “We provide service” isn't a differentiator. Today's consumers want trust, quality, education and time—and smart businesses are providing all of these and incorporating them into the brand.
• We've already moved “beyond online.” The convergence of mobile technology, cloud computing and social media has created a “golden triangle” for the connected consumer that has moved transactions far beyond merely an online experience, says tech consultant Rick Morgan. Agencies must use these outlets as a two-way street to promote the brand and communicate with customers.
• “Consumerization” is the new business driver. Previous technological revolutions started with tools designed for business: the fax machine, computer and mobile phone. Today's social-media revolution began with the consumer and is just now being understood by business.

In today's consumer-driven universe, grandiose branding claims without the proof to back them up can only come back to haunt us. Better to conduct the painful soul-searching that will ultimately help us find out who we really are and what we really do well—and then to use that knowledge to help the customer.