Musicians, athletes, celebrity chefs – everyone with a large fan base is constantly reminded of how important their brand is. It is the currency of success. And yet it is hard to measure its value. It can be a combination of reputation, number of fans on various social platforms, and much more. But in reality, a brand is only as good as its relationship with the community it depends on for its revenue.
In the new-ish world of social likes and followers it might seem as if your brand is benefitting from the large audiences of these giant social networks. But ‘tis their name that is your enemy.
Your brand has been in a steady state of erosion since you started using social networks to communicate with your fans. It is their name that is now between you and your fans. It was a simple mistake. We all made it. These social networks created a set of tools that made it so much easier to communicate with each other. You didn’t need to collect email and postal addresses from your fans. But there was something else going on, something insidious. Since you can no longer reach your fans directly your brand is worth less, not more.
What’s in a name? Well, it’s who you are. It’s what your reputation is associated with. It’s what your fans flock to. You are not Facebook or Twitter or Instagram. So why should your fans go to these platforms rather than your own branded mobile fan club? Would Romeo, “were he not Romeo call’d, retain that dear perfection which he owes without that title?”
I’m sure that you would smell as sweet if you were called by any other name. But as a brand you need to be called, and found by your own name. Doff the names of these third parties. “And for that name that is no part of thee,” take back yourself. It is only when you are called by your own name that you will truly reap the benefits of your own valuable brand.