If you think you own your brand then your are sadly mistaken. Companies have never owned their brand though they create it, market it and sell it.
Before the internet really took off, your brand existed through word of mouth and influence through traditional advertising mediums.
Now we are in an age where 1 person can reach millions with their brand experience and the bad news is there is nothing you can do to stop it. In a recent Twebinar someone through out a statistic that read something like; 80% of the population will research something on the internet before pursuing it. Now the question becomes, are you monitoring your brand?
The conversations are happening whether you like it or not. Some things you can do to take back your brand and contribute to its existence are:
- Monitor and understand your brand
- Recognize where the conversation is taking place/create the conversation
- Address any issues/complaints
- Reward and commend positive feedback
The internet and social media has changed the face of marketing. It hasn’t taken away control of your brand, because you never had control. It’s really only done two things:
- Gives a louder voice to the end user
- Gives companies the tools to communicate
What is your company doing to participate in it’s brands existence?
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