How to keep brands healthy
Lastingly successful brands have always been one thing: credible. When a brand’s behaviour, language and design are cohesive, it is perceived as authentic. And especially in times as uncertain as these, when inconsistencies tend to get amplified, being authentic just pays off.
Lastingly successful brands have always been one thing: credible. When a brand’s behaviour, language and design are cohesive, it is perceived as authentic. And especially in times as uncertain as these, when inconsistencies tend to get amplified, being authentic just pays off.
Pandemics, global warming, demonstrations against racism and police violence: In times of uncertainty, we tend to be more discerning. We want to know more about the products we consume; we question more and sort more stuff out. Topics on the media’s agendas feed into our critical thinking. And that’s a good thing. A brand wants its customers to question things: if these customers end up trusting the brand, we have gained a real fan.
From customer to fan
Of course, the foundation for happy clients are a solid business model and great products or services. But how do we turn customers into fans? The devil is in the details, along the entire customer journey. Customers want to feel understood: while they’re being advertised to, while they’re considering their options, when they’re finally on the brand’s website, while they buy a product or receive a service - and even after they have paid the bill.
Using our own channels
As a brand, we are most flexible on our own channels. We get first-hand data sets for reporting and we don’t pay third parties for media. "Owned Media" will continue to gain importance, while "Earned Media" can provide additional reach.
Content is king
On our own channels, we want to offer customers content they couldn’t find anywhere else. We aim to eliminate doubts and answer questions. The information provided on our channels should be of real value to our customers. Marketing platitudes and empty phrases will not get us anywhere. Reviews, tips, articles on current research: These are things a brand is best qualified to provide. These are the things that should be shared.
Of course, it’s all give and take: The inbound marketing approach, for example, starts with good content that users value enough to leave their data in exchange (using a form). This way, we collect high-quality data for our customer relationship management tool (CRM) and gain access to potential customers who we can later contact with additional content they might find useful. This is how we gain their trust.
Our best brand ambassadors
Above everything our communications department creates with branding and the agency, there is one thing we must never lose sight of: The strongest and most credible ambassadors of our brand are our employees. They ensure the quality of the products. They patiently advise our customers. They tell their personal environment about the brand. They are passionate about their employer. They post and share their experience on social media.
In a nutshell
Brands that are honest and authentic (i.e., credible) will ensure long-lasting success. Owned and shared media will continue to gain importance. Good content will increasingly become the currency for customer data. At a time when people are increasingly pulling together*, authentic brands will turn their customers into fans, form a community - and thus continue to gain credibility.
*within the socially safe limits, of course
