It’s an absolute truth that talk value in building a brand is significant. The Internet and every device with an app have put the power of branding into the hands of anyone with a digital connection. Word of mouth has become supersized. Leading brands have gained an edge because they know how to use this power to their advantage and to the advantage of their customers. To ensure that you have the same advantage, here are a few tips to guide you:
- Word of mouth will happen with or without you. Use it to learn what you’re doing right. Use it to learn how you can improve the brand experience.
- Short jokes are easier to tell than long ones. Consumers can only tell your brand story the way you want it told if you’ve sharply defined it for them.
- Always remember that when something impacts a consumer’s life on a personal level they’re more likely to share it.
- For people to want to pass along a brand experience it must be extraordinary. Make sure you give them something to talk about.
- Make it easy for consumers to share your brand story with others. Give them a platform or forum to pass along their input.
- Consumers like to be recognized and thanked for their loyalty. Acknowledge consumers who have something nice to say about your brand. Reward their support.
- Consumers vote with their wallets. Treat your brand’s advocates like the shareholders they are.
Contributed to Branding Strategy Insider by: Allen Adamson, Managing Director, Landor, excerpted from his book, The Edge: 50 Tips From Brands That Lead with permission from Palgrave Macmillan publishing.
The Blake Project Can Help: The Brand Storytelling Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
