A brand has an infinite number of ways to achieve success. Some companies, particularly those that are extremely confident in the quality of their productions, focus everything on the functionality of what they sell, on the tangible and external aspects of their creations. Established brands, which have conquered a certain slice of the market for decades, have earned the ability to continue working in a more or less traditional way, focusing for the most part on the product and devoting far less effort to everything else. For certain newer companies, however, this principle seems to apply in a diametrically opposite manner. Having been born after their older competitors, the new brands have been almost forced to build a solid and unassailable image also from an ethical and values point of view, placing specific emphasis on all those topical issues that characterise modern communication. In this way, and with an accurate communication strategy on social media, these more recent brands have found a way to bridge the gap of notoriety that separated them from their more famous colleagues, using as their main weapon not the product, on which they continue to work anyway, but above all the accuracy of their online content, their ability to go viral and to attract likes, shares and appreciations, as if the perception of a brand by the online public were almost more important than the actual products or services that that same brand offers its customers.
A paradox
We have arrived at a rather paradoxical situation (but not too paradoxical) in which people, being able to choose between the products of two brands, consciously decide to opt for the one produced by a company that is more compatible with their own values, even if the quality of the final creation is decidedly inferior to that of the other. And this value proximity, so to speak, is expressed above all through the content that the company decides to communicate through its channels, online and offline, thus adapting to the languages and points of view of a public, the contemporary public, which intends to leave a concrete mark on the world through its actions, such as a follow on social media or a purchase from a company deemed fully in line with its values and expectations.
The role of people
In historical and younger companies, in any case, those who fuel marketing strategies and communication plans are always the people, the human beings, more or less numerous teams of individuals who, in order to continue to support the company’s activities, must be constantly motivated and kept in good spirits, or all brand plans will fall apart. Many executives and CEOs continue to frantically search for new ways to achieve success, perhaps through expensive consultations with supposed marketing, communication or social media gurus, in the hope that the answer to their thirst for success lies in figures outside the company. Well, this is not the case. The success of a company, in the vast majority of cases, is linked to the performance of internal teams, and it is therefore of paramount importance that employees are constantly motivated to do an impeccable and profitable job. To this end, team building sessions can prove immensely useful, even for those work teams that have never tried it before. One must overcome scepticism and devote oneself to all those activities that are able to strengthen the internal cohesion of the team, thereby increasing its productivity. Even a few company outings cannot hurt, as well as the organisation of some specific initiative open to the participation of all colleagues. The working environment is also of exceptional importance: thanks to the latest office design solutions, every company can create an extremely comfortable environment that stimulates everyone’s well-being and productivity.
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A happy, motivated and good-humoured team, in most cases, is able to produce real wonders, giving wings to their company and pushing it towards new horizons of success.
