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Thursday, 29 October 2015

How Brands Talk

A Company or a firm is first known by its very own brand name. This name is known by the people only when the company in the market does a remarkable work. Remarkable work is noticed over the period of time when memory actually registers it.

Is this really sufficient to be known?

There is something like memories connected with moments that creates the chapters of our lives. When we make a decision, we have a tendency to review the past for reassurance that whatever we are  about to do, we’ll be okay.

Here’s a scenario: you go out to dinner with friends. The food is wonderful, the wine is fine, and the environment is just right. Stimulating conversations are flowing, and everyone is happy. Right when you’re about to pay the check, the waiter knocks over your glass and spills wine all over your dessert and pants. Forget about the pants; now you have no wine or dessert. Everything up to this point was perfect—until it wasn’t.

What will you remember when you walk out?

The majority of the experience was blissful, but many of us would remember—and tell our friends—about the spill. If asked to return, we may be hesitant because the memory of the spill overpowers the hour of happiness.We are hesitant because we naturally focus on our losses rather than our gains—what psychologists have called loss aversion. Most of our decisions are rooted in uncertainty about the future, so memories act as fog lights to help us navigate unknown pathways.

So imagine a customer visits your company site, loves everything about you, inquires to support, but doesn’t receive a quick or even thoughtful response? Or worse—no response?

What do you think they’ll do?

Directing your tone and language to create positive, lasting memories for your customers is a staple in support. Not only should the whole experience be good, but most importantly, how that experience ends ought to be good.

Timeliness, empathy, and the right tone and language are essential for helping customers fruitfully, but what ultimately matters is what the customer walks away with: a memory. Ninety-nine percent of the interaction can be wonderful, but the wrong gesture or tone or words can spoil the ending.

So marketing and advertising is not about just positioning or taking the company to the top. More importantly it is creating good and satisfactory memories with customers. Not just the product it's also the values given with the product are considered by the customers. Customers happiness is what matters to the end of it.

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