3 December 2009 38 Comments

Brand’s success from a customer’s perspective

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps 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(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

brand relationship2Recently I read an article titled ‘ideas no longer rule the world’. While the writer did not completely ruled out the fact that idea is still important, he was of the opinion that many ideas, brand owners propose today are non- tested, non-valid from customers’ point of view. No wonder, many of these ideas failed woefully.

Ideas are great and they are the life wire of any innovation, changes that have taken place in the world. As much as this is true, the changes in the dynamic of brand’s success today are placing power in the hands of the consumers. So for any idea to be successful, brand owner must constantly look at the idea from the stand point of the customers who are the final users. The best way to do this is for the brand ‘idea innovator’ to always remember that he/she is also a customer.

Customer buys stuff, complains about services he feels are not measuring up and eventually recommends those he thinks will be beneficial to family and friends. So for any brand idea to be successful, take the idea to the final user first, enter the shoe of the customer, think like one. Move ahead and experience the service from different stand point. This will give a clue on how best to empathize, promote best usage of brand idea among final users. No experienced brand manager should argue by now that customers’ parameter of measuring idea success is totally different from the owners’ view.

For any brand idea to be successful, profitable, the customer wants to see that the brand is out to solve his problems and not necessarily to take from him. They want to be sure the benefits, solutions of your idea are very clear, differentiated with a valuable competitive advantage. The brand/ idea communication platform must also be engaging. Not only that, engagement process must also be in their terms. The engagement process must also follow laid ethical principles that enhance communal, cultural spirit.

My concern today is what are your brand’s success parameters? Is it when you make millions or when your customers are truly satisfied? I am of the opinion that for a brand, idea to be thoroughly successful, it must first enter the shoe of the niche it  intends to serve and see issues from their point of views. What do you think?

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