Blog

You Are What They Tweet

02.26.10

Extracted from MasonBaronet’s GoodThinking Newsletter

How do you manage your brand when customers aren’t just talking about your brand — they’re helping to define it?
The old axiom, “The customer is always right”, has never been truer or more relevant than today, when fickle, agile consumers are wielding massive influence over brands.

Businesses are increasingly focused on delivering a strong, consistent brand experience. At the same time, newly empowered consumers are helping to shape that experience, too. The result: Your consumers now own a significant share of your brand.

So how do you manage the message while giving your audience an equal voice? As you might expect, it’s all about communication.

An Ear for Business
Now more than ever, understanding your customers — and responding to them — is the key to winning their loyalty. It’s time to not only react to customer feedback, but invite it. Set up clear, simple and direct lines of communication — and introduce interactivity wherever possible.

Refine, Don’t Define
Traditional branding relies on a “trickle down” effect, where marketers act on assumptions about their audiences. Today’s consumers don’t want their brands telling them what they want or need. Engage your customers, learn how they see your brand, and then adjust your messaging to let them know they’ve been heard.

Give to Get
It’s not about simply telling consumers what they want to hear. Your brand still has to deliver — over and over, again and again, and at every touch point. The good news: When you simply give them what they ask for, they’re even more likely to reward you.

It’s Still the Little Things
We all like hand-written thank you notes, cookies on a hotel pillow and the feeling that we’re the only customers that matter. Surprise and delight your audience with simple gestures. Be genuine — people can smell insincerity. Do something original, do it consistently, and you can earn a reputation that’s worth its weight in repeat business and referrals.

Who’s Driving?
Engaging in a two-way conversation with customers does, in fact, make your brand more vulnerable. The control comes from reinforcing dialogue that’s consistent with your brand, leveraging positive reviews and comments, dealing fairly with criticism, and communicating your way to a mutually agreeable set of expectations.

Today, it’s less about branding from the top down or the inside out. Instead, it’s a true dialogue. The perfect balance is found where the brand is a reflection of its ambassadors — and vice versa. That’s why the best brands are actively listening, and acting on what they hear.

Take MasonBaronet, for example. Our clients tell us that we consistently deliver good thinking. So, that’s what we promise. With keen insight and thoughtful execution, we can help you build connections with your new friends, followers and fans.

MasonBaronet is a leading marketing communications firm located in Dallas, Texas that provides integrated marketing communications, branding, account planning and research, advertising and interactive expertise. Visit http://Www.masonbaoronet.com or find us on Facebook: http://fbook.me/MasonBaronet




posted by Rachel Meador on 02.26.10 • comments (0) • Advertising