Think about the last time you were at a business function or social gathering. Did you enjoy meeting the people who talked non-stop about themselves or those who wanted to know more about you? Usually, the most interesting people are interested people—those who sincerely want to know you and relate to you based on the person you are. The same goes for company/customer relationships and brand communications.
To have a brand “speak” effectively, we first have to listen. To customers’ concerns, perspectives and for knowledge they may have about the company and the industry at large. At the same time, we have to hear what the target audience wants. How do they understand the brand? How do they interact with the products, and how do their wants and needs fit with the benefits offered? It is at this point that the real conversation can begin. There is also much to learn in customers’ anecdotes, the salesforce’s war stories, a colleague’s insider-industry perspective—even how to recognize what’s NOT being said. These are the areas where you can truly learn the real insights into your business and how all the pieces fit together.
No listening department in your company?
Maybe there should be. There is a real art to listening and, truthfully, not everyone can do it. It takes thought, focus and action from the listener—what to listen for, knowing what to ask. Good questions can help you better meet your customers’ needs and improve your product’s selling power. To be a brand leader, questions are the answer.
The obvious insights into your brand or services are easy to talk about. But the most powerful brand insights come from those quiet places. You just have to listen.
