A New Year THINKABOUT!
Happy January—the month of all sorts of resolution making! It's hard to resist the desire to start anew with a clean slate each year. Something in us likes that blank blackboard/screen feel and the "do-overness" ability that comes with a turn or click of the calendar. But whether or not the act of resolution making resonates with you, I do advocate the practice of taking a pause for a New Year ThinkAbout with your brand leaders to reflect together on two powerful verbs. Ask yourselves these questions:
- How well did you WOO and WOW your customers last year?
- What are your plans to live out these verbs in a fresh and meaningful way this year?
WOO and WOW: Six letters with all sorts of magnificent brand potential. Short and simple little verbs that can easily get lost in the day-to-day shuffle of omnichannel strategy creation, personnel issues, financial plan execution and competitive activities springing up all around you. But these two verbs should be at the forefront of your best brand thinking. Here's why:
• Wooing is a full-time, year-round, relationship-building branding activity. When brands forget to woo, that is, continually win over, both potentially new and, of course, existing customers throughout all their touchpoint interactions, these customers can turn elsewhere. When customers feel their business (and time and attention and wallets!) are taken for granted, unappreciated and or even assumed, they can start to slip away. You may or may not even notice at first ... it may be subtle: one less purchase from you, one extra month between transactions.
• Wowing is a full-time, year-round, relationship-building branding activity. When brands fail to keep pace with their customers' needs, when they keep doing more of the same, when they don't stay a step ahead of their competitors or disrupt their own successes, they stop wowing customers. Customers get bored, fatigued and even worse, distracted by those competitive brands that are indeed wowing.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.