Being effective does not always make us popular. Especially when we are often making recommendations that take brands beyond their so-called comfort zones. We don’t make these recommendations on a whim; they are always based on research, reason and necessity.
Research has proven time and time again that people make decisions based on a complex series of emotional factors that vary on a spectrum between the necessity of needing something and the desire to have something.
It therefore stands to reason that brands need to identify these relevant emotional trigger combinations and stimulate them to achieve their desired outcome. The necessity for brands to do this is simple, if they don’t, their competitors will.
Yet many brands fail to understand this most simple of facts and allow themselves instead to be controlled by another very human and primal emotion – fear. People fear ridicule for doing something different. People fear that doing something new will lead to failure and reprimand. So instead they opt for the familiar believing this to be the safest route. Don’t rock the boat syndrome.
Oh how wrong they are.
In an age of information overload and promiscuous brand attachments, the biggest danger any brand can face is courting the apathy of its customers. Brands that demonstrate fear only foster the apathy of their customers and as we all know – apathy kills brands. If you’re not relevant and current to your audience, you are settling to be less than their competitor.
Our job is when necessary to help brands overcome this fear and avoid the apathy of their customers. Thankfully, the brands that have opted to work with us already recognise this brand truth and it’s reflected in their open-minded approach to audience engagement and by consequence, the work we create collectively.
We have always naturally gravitated towards those brands that counter fear with confidence. If you don’t believe in your brand, why should your customers? It’s a mutually beneficial partnership where confidence, anticipation and optimism leads to informed and calculated advances in the communication equation.
Think of it like this, we all know that someone who never has anything new to say and keeps telling you the same story over and over and over again. In the end, you stop listening and in some instances cross the street to avoid them. You’ve better things to do with your time. The same applies to your brand conversations. Find new things to say, don’t just talk about yourself all the time – that gets boring, make the conversation two way and open to response.
Be smart and listen to what your competitors have to say as well and be in a position to respond with an opinion of your own that’s not afraid to challenge their view. An intelligent conversationalist always knows that an informed response will prompt debate. An informed brand will also know that not everyone is their customer and by default, not every response will be a positive one. But love you or hate you, have an opinion. You have the power to shape a brand engagement that will save you from the purgatory of customer apathy.