Every brand has its own story to tell. Committing to tell it in the most compelling or impactful way while leaning on brand values creates brand identity, brand integrity and brand loyalty. For example, Nike's "You Can't Stop Us" campaign taps into the universal emotions of athletes in action. The campaign highlights the values of the brand - customer relationship and what Nike does best ... selling stories, not just shoes.
Maintaining brand consistency while also striving to create relevant, desirable content is a delicate balance. In a digital world where virality happens at a literal moment's notice and the social landscape is constantly changing, it can be easy to get caught up in trying to catch the next best thing. Keep your brand's personality and ethos in mind first and foremost, and then use that to shape the way you approach creating content for trends. Utilizing user-generated content and partnering with creators who are experienced at producing the kind of authentic content you'd like to share more of is a great way to continue the momentum. By putting your brand's special touch on shareable content, you're able to achieve more than one goal - the desire to remain relevant and encourage virality while simultaneously building a recognizable social presence.
Creating viral content that aligns with brand consistency is like turning up the volume on a well-tuned guitar. It amplifies the melody, but the tune never changes. One relatable example would be our recent interactive online quiz. It was a fun, engaging way to educate users about our tech products, and it became a hit on social media. But, the underlying chord sequence was our brand message: making complex technology accessible and user-friendly. So, the viral content just made the brand's melody louder and more catchy, but the song remained the same.