Just How Useful Is Your Brand?
Lincoln Financial Group knows what matters to its customers because it asks them—often—and in creative ways. The company believes deeply in research and being extremely customer focused. One example of how Lincoln Financial does this as an active part of its brand DNA was during the past holiday season. The company took cameras to the streets of New York City for part three of its "M.O.O.D. on the Street" video series to find out why being in financial control is so important during the holidays. The Lincoln Financial crew asked customers simple questions on this topic and shared their answers in a straightforward video available on YouTube.
The simply put "What does financial independence mean to you?" question provided insights into customers' pain points. These learnings were not only incorporated into Lincoln Financial Group's messaging campaigns, but helped the company create a series of useful financial planning tools to help customers address these real life concerns.
Jamie DePeau, SVP-CMO of Lincoln Financial Group shared this in a recent interview: "Listen to your customers. Too often firms become so internally focused that the voice of the customer is over looked, or worse, not even included in the development of marketing programs. That is a tragic mistake."
So, with inspiration from The Lincoln Financial Group, why not thinkabout your brand's YOUTILITY and how you can make your brand even more amazingly useful to your customers this year!
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.