Recently I read an article about business leadership that resonated. It speaks directly to the real meaning of a “brand”, which is the image of a company in the eyes of its customers and prospects, and how communication impacts brand perceptions. Yes, what people say about you is as important as any branding campaign or tagline and we all have to stop sometimes and make sure we are listening.
Essentially, your customers tell you what your brand is, and it’s up to you to listen and understand the word-of-mouth in the market place, the experiences your customers are sharing. Are they the same as your vision?
Ag marketers, this is the perfect time to be listening. When was the last time you sat beside your customer as they planted, or walked fields with your customer, or stood in their office and really listened?
The power of listening starts with all of us being good communicators and connecting with our customers, and then asking the right questions. Remember, ask the question you need the answer to. Know what you are seeking to understand when you are engaging with a customer.
Pose the right questions to your customers, and they’re going to be happy to share their experiences with your brand. There’s a real science to listening well and getting people to open up.
When you really listen, you have the opportunity to verify the word-of-mouth and experiences your customers are sharing. As marketers we have to ask ourselves, does our brand experience match up with our vision?
At Beck Ag, we listen every day. We help develop the questions marketers want the answers to and help marketers understand and craft word-of-mouth and experiences shared in the market place. If you’d like to know more, contact me at email@example.com.