“We long for recognition and approval. We want ot be loved, be connected with others. We want to mather, that is a basic need."
(Orville Brim 2010)
"Only brands without confidence wants to stay behind the scenes. Likes to protect itself. Are focusing on controling smallest details, trying to regulate and arrange everything in advance as much as possible. They can not cope with uncertainty. Conficence, trust and transparancy go together. "
The power of Brand Relationships
Some brands are sparkling, you can feel their energy. These are the brands where you want to be associated with, which you like to buy. These brands often an authentic, unique and distinguished meaning. From this solid foundation the brand can start relationships with customers and employees. The power of these brand relationships makes the brand engine run. Result: productivity, engagement, satisfaction, loyalty, felxibility, innovation, relevance, quick solutions, brand advocacy and better reputation of the brand.
The brand engine generates energy, which brands will need if they aim for sustainable success. Brand relationships bring, by stimulating connection and self regualtion, the energy back in to the brand.
Disciplines like Employer Branding and Employee Engagement are very good starting points to make a start with building and organizing via brand relationships. Via the conept of brand relationships a lot of aspects of brands an the way we do business come together and start to improve eachother, instead of frustrating eachother, in a way that improves team performance.
Brand Relationships impact and improve customer satisfaction and employee engagement. The elements which are the basics of sustainable succes and profit of a brand. Visualised in the golden triangle.
From the concept of brand relationships there emerges a new way of organizing, another way of dealing with eachother. Self regulation also on the lower levels of an organization becomes crucial. To serve customers and employees at the moment it is needed. To act fast on changing ciorcumstances in a continuous chaning world.