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?
◻︎Yes
Excellent start. Hopefully you’ll also build your brand around them.
◻︎No
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?
◻︎Yes
Good – make sure it’s really ownable.
◻︎No
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?
◻︎Yes
Great. That means you’re brand will shine as brightly internally as it does externally
◻︎No
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?
◻︎Yes
Thank the lord! You’ll be walking the walk!
◻︎No
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?
◻︎Yes
Brilliant. Decisions based around your strengths and your purpose is wise work.
◻︎No
Oh dear. That way madness lies.
