1 Simple Rule to Authentic Branding: Listening!
“No story lives unless somebody wants to listen.” JK Rowling
What is brand listening?
It will come as no surprise if I tell you that consumers want brands to listen to them, understand their concerns and act on them. Yes. Not only to improve the services and products they pay for but as a way to build consumer-brand relationships. As a brand, this helps with you with your branding: build brand awareness, brand trust, brand loyalty and storytelling. Specifically in light of the shortcomings brought by COVID.
Some brands do that better than others as it requires responsibility and activity monitoring social channels for mentions of:
- frictions,
- keywords,
- brand
- your product or service
- competitors
- consumer sentiments
The key is to look for pain points within your customer journey that will help you develop and improve customer experience and act upon them. Active brands have been shown to have higher consumer-brand relationships in studies done by the University of Portsmouth. Their findings suggest that consumers prefer brands to be more responsible and sincere.
