As almost everybody knows by now, Google+ has enabled the creation of brand pages. It was quite a day for internet marketing, and the revelation created quite a stir. Within hours first professional brand pages arose. We will start this post by showing you those, which were featured in one of Google’s blog posts. We hope that brand pages will continue to evolve, because what we saw to date seems like a wonderful marketing tool.
For the time being, Google’s brand pages are simple and follow the Facebook model. Communication is very simple and relies on post->comment setting. However, we are given wider options when it comes to showing your attitude towards a brand. Apart from the increasingly popular +1, we can also add brand pages to our circles. The design of the “wall” gives a little more space for displaying comments and keep the people observing it interested. Visual design is very simple at the moment and use a photo space similar to the one on Facebook. The top space is pretty limiting, because it comprises of five square spaces that can be filled with pictures. Some brands have already shown that pretty creative things can be done with such a limited space.
Brands that do not offer products in the strictest sense, often rely on their employees to create a recognizable image. This Is made apparent on Fox news’ brand page which uses pictures of their most popular presenters. Millions of viewers see these people every day, which makes their faces very recognizable and aids the page’s popularity.
The Muppets and Angry Birds
A similar strategy is used by brand pages created for The Muppets and Angry Birds. Fictional characters familiar to viewers have a big viral potential. For this reason I think, it will be very interesting to watch how these brand pages develop and what kind of engagement will they generate. If and when Google+ will make it possible to edit backgrounds and other brand page elements, these pages will probably be among the most interesting places to visit.
Pepsi and Toyota USA
The brand pages of Pepsi and Toyota, make use of the immovability of pictures in the top panel. Thanks to this, one can create a set of pictures, which create a coherent design. Facebook fan pages make this impossible because pictures are in a constant flux and just will not stay still.
An absolutely stunning brand page was made by Burberry. The pictures on the page are animated, creating a scene including one of Burberry’s products (They deal in clothing) and falling snow. An ideal modification for me would be the capability to form a square out of the pictures, and use the spaces between them to form the suggestion of a window. We will probably have to wait a while for things like that to be possible, but I think we were given a pretty good first taste of what awaits us in the future of Google+.
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