Ben Wise on Branding

Watching the world through the lens of the brand

Does Facebook Know Their Brand?

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Facebook, the social networking giant, is seen as one of the strongest brands in the digital space, and arguably one of the strongest out there at all. But does Facebook truly understand what their brand offers to consumers?

Facebook, which just celebrated its 6th birthday by passing 400 million users, has released images of a new site redesign (see below). This is a relatively common occurrence for social media sites that are constantly adding new features as the underlying technology increases in sophistication.

Facebook brand

While it is commendable to update and improve your product, Facebook’s latest redesign shows that they might be confused on what their brand offers. The most noticeable change is the new emphasis on search. This reminds of their recent addition of the ‘@’ feature commonly used on Twitter. I am sure that many people appreciate these new features, but it shows that the brand is lacking a clear value proposition and trying to be all things to all people. Is Facebook about search? Networking? Photo sharing?

Don’t get me wrong. Facebook is a great brand with a lot to offer but if they are going to continue adding and engaging users at the blistering pace they did in 2009, they will need to clearly define their focus and communicate that to consumers.

What do you think? Does Facebook lack brand focus?


Written by benwisebranding

February 5, 2010 at 7:15 pm

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