How to secure positive WOM
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Brands are not brands except there is emotional connection that makes brand ambassadors propagate it through positive Words –of-mouth. Getting positive word-of –mouth for brand may look like a task but there is possibility of that in every idea. Knowing how and the process is an issue for most brand drivers. I have therefore tried to help identify some of the major points that can help brands secure positive word-of-mouth. Brand must realize that advert works better when a brand is recommended by a friend or colleague. So let examine some of the ways brands can benefit from positive WOM.
1. Have value and show it: stop telling, show the evidence in your brand’s value claims. Anyone can tell. Talk is cheap. Demonstrate your brand’s value and the impacts it has had. Then the process of words-of mouth begins.
2. Proudly explain and publicize what you are: No one will assume this role for the brand. The brand must be actively engaged in this. This takes a lot of guts and confidence. People need to see that you have confidence in what you represent. In ability to do this puts your brand in a great disadvantage. If your brand can not do this, think twice about the spread of positive words-of- mouth
3. Be cool, be cute: These are strong words to build emotional attachment. This affect brands packaging. Do you realize that people have soft spot for brands that are cool and cute?
4. Be real, be you: you got to adequately represent the brand. Never be a copy, promote your brand’s differentiation
5. Be bold, be vulnerable: Forget pretence, it will show along the line. Being vulnerable also speaks of being open. A secretive brand does not have a chance in today’s multi-media world. Match your brand forward with confidence as well as manifesting your personality, humanity. There is always a human angle to every kind of brand. Let the people know the brand has a personality and humane in many ways. So that when your brand errs, they can forgive you.
Being yourself as a brand is so important. You need to demonstrate humanity and earnestness in order to be successful. You do this and you will be going a long way in terms of earning or retaining the trust of your customers.
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