It seems that Aesop was on to something when he wrote his fable, “The Boy Who Cried Wolf.” In an age where advertising is generally considered the background noise you fast forward on your DVR- marketers everywhere are struggling with one glaring consumer need: believability.
Companies and brands have for too long “cried wolf” to consumers. Banks tell us they want to be our friends, actors tell us they are really Camry owners, and that we should buy one too, chain restaurants tell us their food is ‘garden-fresh, and toothpaste brands pitch ‘whiter teeth.’ Frankly, consumers just don’t believe any of it, and why should they? Brands are all saying the same thing and those that try to say something different often fail to deliver. Years of over-saturation and under delivering have turned consumers off to the notion of being sold.
In order to be heard, brands must do one thing very well: differentiate. Muhtar Kent, Chairman & CEO of the world’s largest beverage corporation, put it this way, “A good brand is a promise. A great brand is a promise kept.” While Mr. Kent uses the word promise, in my career, I have grown to prefer the term reputation. Building a great brand reputation is achieved through the use of influence in the marketplace. While not something we can control directly, influence can be achieved through four main objectives:
Authentic customer engagement: Engaging consumers in a way that comes across as sincere and believable is the first step to creating a solid reputation. Whether through social media, sit down meetings, or customer service, show the consumer that you are interested in them for more than what they bring to the bottom line. In my branding firm, we use our blog as a way to engage customers by providing what we see as valuable information that would be of interest to them as they build their brands because we sincerely want them to succeed.
Delivering real value: A firm should seek to add value in whatever space they are present. Going back to the social media example, I have seen countless Facebook pages from companies who have a high number of “friends” but who offer nothing of value to their customers. If, instead, these companies posted informative articles or case studies that educated and helped their customers, their Facebook page would become a thing of significance in the marketplace and in turn help to build their reputation as provider a value.
Core needs addressed: Companies often need to step back and determine if they are addressing the core need of their consumer or simply selling a product. The success of Kodak and failure of Polaroid is a perfect example. When digital cameras first started coming on the scene, Kodak knew they were addressing the core need of preserving memories rather than simply making film. They responded appropriately to the shift in the industry by manufacturing digital cameras and digital photo frames. Polaroid, on the other hand, did not understand that core need and instead maintained that they were in the business of manufacturing instant photo cameras. As a result, Kodak continues to be a presence in the lives of consumers while Polaroid languishes in obscurity.
Customer delight: This objective is placed last for a reason. If you fulfill the three prior objectives of reputation building, you will have customers who are delighted to do business with you and return time and time again. The delight comes not only from the fact that you sincerely engage them or address their core needs, but also from the fact that because of those things you actually kept the promise of your brand.
Maintaining your reputation as a brand is imperative in keeping consumers focused and loyal to your firm or product. The world today is filled with brands that have failed to maintain their reputation and in turn have been put out to the proverbial pasture. Fortunately, however, by following the four objectives mentioned here, you can cut through the false wolf calls and make sure that your voice is heard.
Craig Johnson is the chief strategist and co-founder of Matchstic, a premier brand identity house. His Atlanta branding agency helps organizations create passionate brands that are memorable, relevant, and lasting. Specializing in brand development through brand strategy, positioning, business & product naming and brand identity services, Matchstic’s brand architects forge positive change and accomplish business objectives through creative thinking and smart design.
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