Would you have the same conversation with someone you just met as you might have with someone you've known for sometime?
Rhetorical questions always sound pretty dumb don't they?
If it's such a rhetorical question why is that many brands seem to forget this fundamental principle when it comes to nurturing consumers in the online space, and in particular on 'social media'.
For brands to be successful they need to reinforce why the brand personality fits with the intended customer, and this includes recognising where each party is in that 'getting to know you' journey.
The art of 'social selling' is driving fundamental changes in buying behaviour, it's most definitely not about being a pushy upfront car sales person.
If I'm looking around for a new car there's certainly no shortage of choice, they all get you from A to B, they all have 4 wheels and varying number of passenger capacity.
So why is it we choose one brand of car over another?
Price has something to do with it, but great retailers understand the principles of a pricing structure based on;
Utilising a price structure simply allows the consumer the choice of 'buying' into their brand of choice based on how 'relateable' the brand is to them.
Many people confuse building a brand with building awareness. Making the right people aware of you is a big part of brand marketing, of course, but it’s not the only thing you have to achieve. There’s far more to it than that.
When I came across the article in the link below and statement above it peaked my interest because the retail sector for the car market can be something of a dog fight.
It seems that 'Audi' have taken a serious look at 'social media' and chosen to leverage it in order to build a tribe, get to know that tribe, listen to that tribe, educate and inform that tribe.
Something that no doubt helps them maintain a brand 'front of mind' strategy ahead of their competitors.
The art of building a brand involves moving people through several different stages of consideration, having different conversations at different moments, and with different purposes in mind. There’s a lot of nuance to how you address the varied audiences that will decide the success of your products, and the objectives that you have in mind when you do