5 ‘Boring’ Brands that Built a Dynamic Social Media Presence

By Eric Gordon
Guest Contributor

Attracting a large following on social media might seem impossible if you view your business as nondescript, dull, or uninspiring.

5 "Boring" Brands that Built a Dynamic Social Media Presence | BloggingBistro.com

Rather than accepting lackluster results, why not learn from the experiences of others? If the following five brands were able to overcome “boring,” you can too.

1. H&R Block

Does the tax code stimulate you, making you want to jump up and down beg for more?

Probably not.

Still, H&R Block managed to turn the seemingly boring industry of tax preparation into something hip. This brand capitalized on the fact that people have an intense interest in things that benefit them.

The H&R Block brand revolves around customers who either feel fed up with the frustrating process of filing tax returns or wish that the requirement to file taxes would just go away. The firm makes funny commercials that engage the community and spread like wildfire.

Practical information, entertaining content and exciting giveaways are examples of some of the ingredients that comprise a hip tax preparation company.

Action Step #1

By interacting with taxpayers on social media and other channels, the company has met the needs of its audience. Your business can do the same thing.

Find out what your audience wants and then supply them with innovative, creative and fascinating content.

Show your target market what you can do for them. Even if the mission of your company seems bland, you can get traction in the marketplace by demonstrating how customers can benefit from doing business with you.

Discover what information your audience is looking for, then provide the answers in creative, helpful ways via social.
Encourage user-generated content to increase engagement and further build a connection to your audience.
Use your social platforms to speak about topics that matter to your audience, as well as the benefits your brand can offer.
If you create a piece of content that teaches them how to gain more customers, save more money, or increase profit margins, they’re going to pay attention.
Come up with content topics that will improve the quality of their lives or career and you’ll have them engaged before you even know it.

2. Blendtec

Finding out what separates your firm from competitors gives you a chance to create bouncy messages that avoid the tediousness of an otherwise bland operation.

Make a list of things that your company can do better and more efficiently than others, and build your social media presence around them.

Blendtec took an ordinary and boring kitchen appliance and made it an Internet sensation. By demonstrating the strengths of its blenders using the now-famous “Will it Blend?” video series, the brand rose above traditional brands to attract a large number of followers and customers.

Above all, Blendtec found a way to make a corporate social media profile trendy and fun.

Action Step #2

Adopt a similar way of thinking and you can give your brand enough pizzaz to last a lifetime. All you have to do is find out what your company does best and present in a creative way.

3. General Electric (GE)

Any discussion about boring companies should probably include General Electric. The company manufactures machines and components for industry, and has its logo on thousands of consumer products. People around the world have become familiar with the company over the past 130 years.

Despite the seemingly boring nature of their many B2B business divisions, GE has found ways to make their products and even their research seem intriguing and cool to the masses. What can a huge company like General Electric possibly accomplish on social media?

The company found a way to add excitement to the online community by focusing on the cool things that both their machines and their scientists can do. Regardless of what social network you use, you can find GE there with engaging content including interactive graphics, videos and articles.

General Electric has particularly achieved success by using storied campaigns to build a rapport that leads to increasing brand awareness and goodwill. In the end, companies as diverse as airlines and electric utilities routinely turn to GE rather than a competing brand.

Action Step #3

Tell your audience stories based on the cool things your firm can do and you’ll be surprised how much attention you get on social media.

4. Charmin

Practically everyone knows not to squeeze the Charmin. This brand took something that everyone uses on a daily basis and made it fun and amusing. Let’s face it. If toilet paper can be exciting, so can anything else.

Charmin made it big because the people behind the brand were able to find out what problems people have with toilet paper. Customers were turned off by brands that were stiff and scratchy, and gladly embrace Charmin when they found out that it is soft and gentle.

Action Step #4

If you think your business lacks excitement and emotional draw, spend time researching your market. Find out what problems people are having with products similar to yours and position your brand as the solution.

As you analyze your customers, get very specific. Find out about the situations in their lives and make them wish they had your product.

If necessary, engage in research and development to improve your product so that you precisely satisfy everyone who comes to you for help. You also build brand authority and awareness in ways that can lead to sustainable sales growth.

After matching your product with the needs of your audience, find creative ways to use social media to remind them of your brand.

With the hashtag #TweetFromTheSeat, Charmin managed to engage people daily while providing entertainment from all the hilarious things people have to say is the use the bathroom.

5. Mailchimp

When people think about email services, they increasingly think about Mailchimp. The service offered by the brand is nothing remarkable, at least on the surface. After all, hundreds of email services are out there clamoring for recognition. Mailchimp did something differently to earn broad brand recognition.

The people at Mailchimp realized that email services were regarded as a commodity that had no personality. From that understanding, the company built a face for the brand and gave it a personality and stories that made it come alive. Suddenly, managing an email list was fun!

Action Step #5

Consider giving your brand a facelift by adding an intriguing or playful logo that can interact with customers on a personal level.

By presenting advice in the form of stories, you can give your audience a laugh while guiding them through the use of an otherwise ordinary product.

As you craft a lively personality for your brand, make sure it is one that everyone can enjoy without feeling offended.

Replace Dull with Dynamic

Now is the time to stop thinking of your business as something that is dull and drab. Take some cues from the above five examples to show customers what your brand can do for them. By mixing research, ingenuity, and fun, your brand can come alive, and have a vibrant and profitable social media presence.