When it comes to branding, we use to see it how the company perceives it. But nowadays, it’s the customers that dictate the brand.
It’s not just about how the brand generates sales and how customers want it badly, but it is all about how consumers would tell each other what it really is. It’s like how popular brands become known for something. When we talk about soda, we get the picture of a red can. When we talk about technology, we think of an apple logo. These are just some examples of what Scott Cook said, “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”
Cook’s statement shows how valuable consumers’ opinion of a product or brand is. Nowadays, consumers have the power to make or break a product. And as entrepreneurs, we must listen to our consumers. We need to pay close attention to their needs and see what else we can offer them.
Consumers don’t just buy the product; they also serve as your number one recommendation and advertisement. People trust other consumers’ opinion, especially if those other consumers are close to them. For them, another consumer’s recommendation is truthful and untainted.
So, how can entrepreneurs present a brand? One way is by letting them experience it. For example, if we are selling solutions then offer them great solutions and let them experience what we can do by helping them. It’s the best way to influence them with our brand. We don’t have to go through numerous sales pitches.
The voice of our consumers and followers are very important and we must always put them into consideration. In fact, they should be first on our list. They can help entrepreneurs and brand advocates on how else a product can be improved. So when presenting a brand or product, don’t tell your consumers what it is. Instead, let them experience it.
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