Building Brand Identity Through Consumer Connection

Brands are changing how they connect with consumers. Having a strong social media presence helps with brand awareness, but it’s not enough on its own. To truly make an impact, brands need to focus on building genuine relationships with the people who use and understand their products.

Social media platforms like Facebook, Instagram, and X (formerly Twitter) have their own rules and algorithms, often limiting the potential reach and interaction brands can have with dedicated consumers – without having to pay-to-play (paying for exposure to an audience).

As user habits evolve, brands are seeing the importance of owning their audience rather than relying solely on social media channels.

Elevating Brand Identity Through Owned Content Distribution Channels

As this new trend emerges, brands like the NBA are leading the way, creating their own content distribution channels to enhance their connection with fans and followers. Smaller brands are exploring niche platforms and community-focused tactics, too. This strategy allows brands to customize their content based on audience preferences, promoting brand loyalty and deeper connections.

Through owned media—such as websites, apps, and email newsletters— brands can gather first-party data, personalize interactions, and build stronger customer relationships, increasing loyalty and engagement.

“By investing in owned media, brands can create a more stable and reliable content distribution network, free from the algorithm changes and policy shifts of third-party platforms.”

Andrew Fingerman, PhotoShelter CEO

Personalization is also crucial. Examples like Starbucks’ app-based rewards or Lululemon’s community events illustrate the value of fostering personal connections. Even digital content strategies like Spotify’s “Wrapped” campaign boost engagement through tailored experiences.

These personalized experiences only strengthen brand advocacy and brand loyalty as consumers see more of themselves in the products and services they use day-to-day.

While owning your own content distribution channels can elevate your brand identity and strengthen connection with customers, it can also limit audience growth if it’s the only tactic you explore.

Collaborating with influencers and brand ambassadors will help extend a brand’s reach. By tapping into trusted voices, brands can cast a wider net to amplify messaging and strengthen their reputation.

Ultimately, brands need to balance owned media with influencer engagement to build authentic, wide-reaching relationships with their audiences.

Read more about this topic on the Forbes Technology Council.

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The Forbes Technology Council is a community of founders, partners, and CEOs of tech companies, C-level executives such as CTOs and CIOs, and VPs of technology teams.

Andrew Fingerman, PhotoShelter CEO, contributes to the council’s slew of inspiring articles and resources from industry leaders, sharing insights about how marketers, creative teams, and fellow tech leaders can make an impact on their businesses and brand strategies.