Companies have, for years, been able to control the one way flow of information from their corporate brand strategy out to the customer via traditional media. Well guess what? Your brand just got hijacked!
Your customers are increasingly likely to go to the internet to find out about you and your products. When they type your name into google, it’s unlikely that they will return to your own web site with a neat representation of your brand identity and promise. They are more likely to find themselves in Wikipedia or some other site that offers them the latest interpretation of your brand by those who actually experienced it in a way that motivated them to comment. That gives you direct accountability for the experience of every one of your customers and if you’re not meeting your promise then you’re likely to hear about it and so is everybody else. WOW!
Realistically you’re going to have bad brand days just like bad hair days, but what a great opportunity to refocus on the customer, listen to their needs, respond to their feedback and create the dialogue on which long term relationships and true customer loyalty is built. Pay attention to consumer feedback! It is immediate and incredibly valuable.
If you enjoyed this article, please consider sharing it!
