Cerebra

You have a problem. The problem is that you’ve invested enormous amounts of money building your company’s brand over years – even decades – only to realise that you don’t own that brand at all.

A brand is not the same thing as a logo – a logo is your corporate identity. A brand is the collection of thoughts, associations, emotions and stories people feel, tell, and share around your logo. No two customers will feel the same thing or tell the same story about your company.

In the past this wasn’t a major priority because consumers didn’t have the digital soapbox from which to broadcast their feelings and opinions (positive or negative) with such exponential reach. Today’s social web provides them with a platform to reach thousands in a matter of seconds – and the health and wealth of your brand depends on the unpredictable reaction of that crowd.

As such, you no longer have the luxury of being able to talk at your communities (be they customers, employees, stakeholders or the general public) – you now have to engage with them.

As much as your world has changed, so has that of your customer. They are rapidly evolving from passive consumers to active prosumers – simultaneous producers and consumers of valuable content. As they produce and share content they also build their own brands. These “ordinary” people are achieving extraordinary levels of influence both online and offline, becoming citizen journalists, directors, actors, rock stars, photographers and more in the process. Their influence has the power to alter your brand perception and ultimately, affect your profitability.

Your focus must be on building communities, not treating customers as numbers or targets but rather potential partners and participants in your business. It’s harder than ever to differentiate on price, product or positioning – today you need to learn to differentiate on personality and the value of your relationships with your communities.

Cerebra is an integrated strategic communication agency that builds, engages and activates communities around brands. We are community. We understand the community life cycle and the role you need to play in every stage of it. Partnering with our team of experts means you’ll adapt to and flourish in this new era of business faster than your competitors.