While I was in design school, I had the opportunity to hear Branding Guru, Debbie Millman, speak about the importance of  branding and how it is used to connect with consumers. She started the lecture with a confession, stating that as a teenager she was completely obsessed with Levi’s jeans. She spent many hours begging her mother for a pair of the trendy denim so that they could make her “cool.” They were just jeans, same as any other pair, but the name Levi’s brought about a mystical power that made Debbie think they could transform her into the most popular girl at school. Debbie finally talked her mother into letting her buy the jeans, but it wasn’t a new pair of pants that Debbie really wanted, it was the image and promise of the Levi’s brand.

In a previous time, prior to Facebook and Twitter, companies held sole power over creating their brand identity and using it to make an impression on the public. This is exactly what happened to Debbie as she came across Levi’s ads of pretty girls being fawned over by the handsomest boys; these jeans were for the “it” girl. She was sold on a lifestyle and a moment that suddenly seemed possible by doing one thing, buying Levi’s jeans.

Fast-forward to today and consider the uprising of Social Media platforms; things are much different. While companies still have the power to create a brand identity, ensuring the intended impression of that brand isn’t as easy. With technologies like Facebook, Twitter, and blogs, the public can share their feelings and ideas about a company and its products in an easier and more credible way that influences the masses. This creates many more players involved in presenting the message of a brand and more chances for the message to be manipulated and changed. Suddenly, companies aren’t the only ones making their own impression on others, but the public voice as well. Now, it’s a celebrity’s tweets on Twitter, a best friend’s most recent status update on Facebook, and a blog post that develops the image and value of a company’s brand.

A great example of this would be the “New Gap Logo.” GAP revealed a new logo that was immediately disapproved by the public on all Social Media hubs. Thousands of tweets, Facebook messages, and blogs dedicated their content to the dislike of the new logo. While GAP was trying to create a modern and hip brand for themselves through the new logo, they realized their customers weren’t happy with the change and retired the new logo after only four short days of living on their site. Through tuning in via Social Media, GAP was able to participate in the conversation regarding their new identity so that they could regain more sense of control over their brand, while at the same time making their customers happy.

In the end, the power of branding has significantly shifted from company to consumer. So in order for companies to create brands and manage it’s awareness, they have to engage their audience and cultivate the relationship through connecting with them on all avenues, including Social Media.  If companies are active in the conversation regarding their identity, they will be better able to gain partial control and apply the most important feedback at the most appropriate time.