In Brands We Trust
Two people meet. They like the look of each other. They start hanging out. They find they share interests. They are happy and proud to be seen together. Over time, they get to know each other better. They find that they share not just interests, but values. The relationship deepens. They get to a point where they love, respect and trust each other. They decide they want to be together for a very long time, and loyalty will lie at the heart of their successful relationship.
Such a relationship is based on an emotional match, growing trust and, ultimately, loyalty because of the meeting of expectations and needs.
Nurturing and developing all of these ingredients constitutes a living relationship.
A client becomes aware of a company and its offerings. If interested, the client tries to find out more and if the information and
reputation of the company match the client’s expectations, then there may be a decision to engage with the company. If this early experience is a happy one and if it provides the client with a level of confidence, he/she may choose to become involved with and even commit to the company.
The courting period allows the company, through its offerings, service and reputation, to provide the client with the emotional and rational opportunity to decide whether to trust it, become committed to it and remain loyal to it for their mutually successful relationship.
Nurturing and developing all of these ingredients constitutes a living brand.
Whether it is the establishment of living relationships between couples or living brands between companies and their clients, a touch of magic, which incorporates the dedication to continually renew attractiveness, care and foresight are essential elements for the fruition of the desired outcomes of all parties.
Of course in any relationship, including one with a brand, attraction can diminish and at some time or other trust can be tested and loyalty may fade. When a brand or relationship survives these challenges through the honest intervention of the brand owner, then the bond will be even stronger than before.
And so, “a brand” is no more or less than the relationship between an organization/product and a client/consumer. A great brand is one where trust is at the centre.
Nandi Scorer has recently joined Sanlam as Head : Group Marketing. She was previously, Managing Director of Ogilvy Johannesburg.
In an 18 year career in advertising she has worked for agencies such as BBDO, JWT, Leo Burnett and Red Nail, in the capacities of Research, Account Management and Strategic Planning.
Her passion for the development of people led her to freelance for a couple of years. Most of the time travelling in
Africa training and marketing for Unilever and The Coca-Cola Company.