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Be the Talk of the Town
By: Janet Kalandranis
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Shhh...there’s a secret. It’s the coveted formula that all brands look to uncover. The secret ingredients to becoming that sought-after brand that takes up space in many dinner conversations and chats between friends. Every brand is looking to become the popular one and become more successful. The funny part is, many of the ideas to becoming this “talk of the town” are exactly what real people follow to become more successful.

A lesson or two in listening. Do it often and do it right. Listening isn’t an option in order to become a successful brand; it’s actually a requirement. It’s more than just identifying a customer need or problem and moving on to solve it. Listening involves really understanding the problem, and brands need to show customers that they are a priority. With so many options available and numerous touchpoints, customers won’t allow a brand to simply hear. They want to know that a brand has made them a priority and really listened to their needs. Brands are here to service customers, so go ahead and listen.

And then listen some more. There comes a point when a brand wants to respond. However, most times this happens too early in the game. It’s important for brands to stand back and receive all the information before actually answering a need. Sure, there is something to be said for being first to market, but there’s also success in making sure that the brand is actually fulfilling the customer's need. By understanding the full scope of what is needed, brands can provide relevant solutions in a way that makes sense to customers. Aka…purchases.

Don't talk about yourself. Customers don’t want to hear about the brand and they don’t want to be told what to do. Refer to points 1 and 2: listen. When a brand is ready to launch a solution or talk about fulfilling a need, it’s important that this is portrayed in the life of the customer. A brand should never focus so heavily on itself that it loses sight of the customer and therefore a sale. It’s a balancing act, but one that should incorporate the benefit the brand provides with the essence of the company built in.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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