Find a glimpse of how the hierarchical systems could be improved in the company, as well as the orga-chart.

 

Many people have to sort more than 100 emails during the weekends, in their promotion folders, and some of them get really pissed of.

Marketing people are used to it, so they are not that “sensitive” in case of receiving dozens or hundreds of promo letters on their email box. It should be considered abnormal to receive email marketing materials, sometimes even in big numbers. On the other hand, some people find it exhausting and energy demanding, going through their folders and having to clear things up.

In many cases, companies take a centered approach to communicate to their clients, considering that the more aggressive the better result they will get when shooting lots of promo emails. It’s very complicated to be an entrepreneur nowadays and to want to disrupt the market, by connecting with many people, but you can keep in mind that on average an individual sees from 5k to 10k ads per day!

Let’s take for instance a huge brand that everyone is in love with. It’s probably more than they sell that attracts their customers. You could have the feeling that their products are very close to what you are as an individual. Having a bond with the product makes you get in touch with the things you love too. Purchasing the product, having its experience, makes you get a closer step to… you. It makes you think that it resonates with your visions, and, more than probably, what kind of communities of people you would like to be part of.

It’s the whole idea behind compelling brands, as those don’t just put on sale the solution. The aim is to create a vision, a trend, and ultimately a culture to have people engaged in that and drive it up. Those companies don’t just flash their brand around. It’s a viable experience for their clients to feel anytime.

There are multiple options to have your ideas and awareness throughout as many people as possible – and to do so, one should recognize that traditional advertisement tactics are becoming not so effective.

 

The transit towards the consumer-centered experience is ongoing.

 

The traditional types of marketing and client accretion have always relied on the authority-driven presence needed from the brand promoter. It strives to connect to the quality on the market and concentrated on conquering new segments as well. It all begins with a second aim, and the efforts should be focused on obtaining that aim to get maximum awareness. Top-down marketing can be very appealing – and the fastest method be get to be known.

Bottom-up enterprise development is a step-by-step process. It appears often far before it is seen. Created on a framework of standards that evolve to a movement, a culture. Then this culture finds its spot in the world, enrolling a community of individuals to promote, often for free, the brand. It is expanding through involvement – in-depth (return customers and referrals) and breadth (charming people that share the same values and visions)

If it’s done correctly, it could generate a strong identity to help the entrains go through changes and disrupt or improve the market. Instead of focusing on being everywhere or being connected all the time, bottom-up enterprise development concentrates towards a specific niche of customers, making them centered and loyal to the brand through the years, being close to the people.

Leaders should probably stop wanting to add value to being less attainable and move towards creating a solid and sincere dialogue with the customers. The customer-oriented experience is real, and that experience has to be created.

 

Breaking down the silence.

 

People are used to and are ok with enterprises having a top-down attitude. Top-down attitudes are simple to implement, and most of the time inexpensive and small risk.

So why should we bother if this type of approach is working, one should have this question?

Think about people that are immune to sales efforts. Such customers are not aroused by many emails or messages. Because most of those don’t touch the consumers’ mind, doesn’t caption one’s attention – or make a call to action. While people are becoming more and more connected on the digital level, very often they’re not investing in the enterprises they’re purchasing products from or interacting with.

 

The call for improvement.

 

Contemporary enterprises mean the call for improvement. Greater realization of the customers and their desires. A greater understanding of their daily struggles and experiences. A greater interconnection is built on principles and standards.

It sounds very strong and revolutionizing. Though you might think, what’s the trick? Why isn’t this all over the world for global brands?

This type of development and correlation requires a lot of determination from the enterprises. It needs leaders to stand out for its brand and get people to be a part of the community.

What do those types of brands have in common?

 

Such enterprises generate opposite cultures that establish different standards.

 

• Their leaders don’t find themselves competitors with others in the market, as they are making their own league.
• Success is defined in a contrasting manner in such cases, and through their vision, help others not only be a part of the league but also want to play together.

 

What is feasible for companies that have the superintendence attitude when creating their brand?

 

• An immediate impact not only within their community but also recognized by “outlanders” as well.
• The faithful community sees the brand as the number one.
• Referrals and repeat business is the result in such cases.
• Methodologies for creating and conducting a customer-centric enterprise.
• The shift from “I” to “us” – quit the controlling approach in leadership, and embrace the accessibility to the customers and community.
• Conduct with affinity, not enchantment. Use the people-equable attitude to the steps of building your identity and the connections you have with the world and customers.
• Call consumers in, instead of calling consumers out. Generate a belonging to make individuals sense that they could be themselves, and also be part of something bigger than themselves.

Think about how you could make people get heard throughout their customer’s journey…

 

Summary

The time for different approaches in brand building and awareness has come. Brands that create communities, not only shiny ads. Brands that help their customers feel themselves in the center of the brand.