Control is an unsettling word in the new parlance. “Give up control, sir!” said Ricardo Semler in his seminal books Maverick and The Seven Day Weekend. “Control has been lost in the digital economy!” shriek breathless ’social media scientists’ on their blogs and twitter streams. “Power to the People; we control the corporate brand now!” scream the new marketers, all of 22 years old, speaking from their accumulative 6 months of experience.
Don’t be fooled. Just because people are talking about your brand in public forums, it doesn’t mean you’ve lost control. As a marketer, you still steer the perception of your brand. The ‘conversation‘ is merely the consequence of your brand building efforts.
- Offer a good product
- Be consistent with your brand message
- Be pervasive
- Make promises you can keep
By doing these things right, you have your hands firmly on your brand’s steering wheel.