It’s unsurprising that so many of us have lost what little trust we had in “the establishment” with nonsensical decision-making, profiteering and generally unprecedented levels of bullshit.
This kind of trend inevitably spills over into the relationship we have with brands, not helped by the fact that as a consumer today you’re faced with; “Press #3 for sales, enter you 16 digit number, press #2 if you were born on a Wednesday…”, the automated chatbots, impersonal CRM and a complete lack of customer service ethic in most organisations. It’s a fact that most brands today are considered untrustworthy and unreachable.
There are however, a few exceptions. These are the brands who take the time to make sure they have purpose and are value-driven, have an ethos rooted in actually helping customers and are consistent in all they do.
We call these REAL brands. Here’s my checklist to establishing how REAL your brand is:
1. Do you really understand your customer’s emotional needs?
Excellent start. Hopefully you’ll also build your brand around them.
Time to get some proper insight into what’s happening out there people
2. Is your brand built around the truth about what makes you stand out?
Good – make sure it’s really ownable.
Oh dear. So basically, you’re trying to be something that you’re not.
3. Do you use your brand to drive your behaviours and performance culture?
Great. That means you’re brand will shine as brightly internally as it does externally
Ouch. I imagine your team will be pointing in all different kinds of directions.
4. Does your brand inform every part of the customer journey?
Thank the lord! You’ll be walking the walk!
Uh-oh. You’re probably coming across a bit of a confused brand… saying one thing and doing another
5. Do you use your brand as a lens to make all decisions?
Brilliant. Decisions based around your strengths and your purpose is wise work.
Oh dear. That way madness lies.