Relationship is important to brand survival. Brand needs to build affinity with others to become truly successful. Humans are not created in isolation. This is a signal that shows that we all need others to move ahead. A person is four people away from a desired contact still holds true.
In my research, I have discovered that what is applicable to humans are also true for brands. Brands are living entity. Brand does not exist for itself. Brand needs strong relationship with external communities to excel. The day of brand monologue is gone for good. Dialogue is the new, hard currency that brand must trade with. It is important for brands to maintain their differentiation, internal innovation and to constantly oil their funnels of communication, the future of any brand is not guaranteed in isolation.
Community engagement will help much. Brands must become active member of the societies they operate in. Giving back, taking interest in the well being of the society they operate in is vital today than ever before. For any brand to stand aloof is tantamount to self destruct. The depression is making many brands to roam the societies (online an offline) without ever becoming a true, active member of such societies.
Many have forgotten that symbiotic relationship system is important. They have ignored the clients concern to their own peril. Many brands continue to ‘speak to their clients’ without listening. Any brand that stands alone today without giving helping hands will soon realize its mistake when the society repels its offering. While it is important for brand to minimize cost, save time and other vital resources through ‘father Christmas’ gesture, showing concern, encouragement, providing answers to environmental questions through different fora. Some of these do not require financial commitment but creating time.
At offline level, release your staff to participate in local non-profit initiative, allow your members of staff to mentor local high school students, plant flowers or maintain a local, Community Park. On online platform, let your brand takes active parts in consumer forum or other platforms where your target hibernate; give free content and give helping hands by answering questions of the clients. Remember, we live in an ‘archived’ society. By that I mean that Google keeps record. So when crisis arise, people help those who have been there for them. Stand alone brands spend huge money on crisis management because they have to manage the situations by themselves without a supporting hands.
They hardly have a soft landing. They crash heavily on the rock. My questions today are: is your brand part of any relevant community? Is your brand well known for helping out or leaving positive impression (offline, online)? Do brand assessments today, make necessary changes if you feel yours have been a stand alone? There is danger ahead if necessary changes are not made now
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I admit, I have not been on this website in a long time… anyhow it was another enjoy to see It is such serious case and ignored by so many, even adept. I thank you to succor making people more conscious of possible issues.