yinkaolaito.com – the branding gavel, brand communication expert, nigeria brand consultant, social media expert

We are already moving towards the first quarter of 2009. Many brands are still in dilemma, watching, wasting precious time on the way to go because of the crunch and low budget assigned to those units that used to take heavy budget. Many departments are now complaining given the meagre budget available. There is an easier way out of the doldrum. If brand can maximize the potentials in their customers through a change in the roles of its customers from just consumers to co- creator, many of the brand’s problems will be reduced and this will leed to a great reduction in cost that were usually borne by the brands before.

The simple route to overcome the challenge of the crunch is a slight change in tactics. This may be a problem for those brands which used to take its customers for granted. This tactic  will require starting a new relationship to engage the customers and by extention change their roles from the tradition view of just consumers, users of the brand to the followings.

1.Brand advisors: Before, brand only hires consultant as advisors. While the role of a brand’s consultant must not be eradicated, customers’ imput is a must if the brand will survive this time. As an advisor, the customers give their views about the products that will fill their needs without ‘emptying’ their pockets. This can be done through personal interaction, customers’ forum, online meetings etc.

2.  Brand’s Designers: sequel to the above, customers’ imputs can also be sought in the design of the service packaging etc. They know what will appeal to them in terms of the aesthetic among other things- visuals. You can never tell what imputs those people can give that will save the brand from untold product/service failure. The Non- profits have done this wwith greater finnese. Members who have professional skills have used their times and energies in a cause they believe in. I do believe every brand can annex this too. As brand designer, consumers can help in creating products, concepts and ads.

3.Brand’s advertisers: A happy brand consumer can become a brand advertiser  through different platforms. They can carry along brand souevenirs, shared their great experiences with the brand with their families and friends, colleagues, bosses, social networking platforms as well as in their personal blogs. This kind of advert does much wonders than any millions the brand owners can spend. It is time for brand owners to follow the path of this secret in 2009 and beyond to beat any effects of the economic crunch. Has your brand under estimated the potentials of your brand’s consumers? Think about these.