I'm compelled to write about building relationships through marketing because I don't think most companies really get right.

Harvard Business Review recently posted an article on Brand Authenticity titled 'The Downside of Branding'. In a nut-shell, the author takes issue with attaching labels to brands that are not accurate but aspirational. I have had experience over and over with companies branding with messages they hope to be true, but actually are not.  If building relationships is about TRUST, customer and potential customers cannot trust a brand or firm that has in-accurate messaging or a product that doesn't at least meet expectations.

I'll make my point on marketers building relationships with a basic friendship analogy.

You first meet a person at an party. They seem charming and you have things in common. You both really like fine art and cooking. You may want to see them again. Marketing relevance: this is breaking through the clutter with a message that is appealing. Building awareness.

You keep in touch with this person, on occasion, and hope to see them again at another gathering. Some of these friends like to keep in touch by phone. Some by email. Some in person. Marketing relevance: Ask how the customer wants communication.

You see this person again and realize, you do have a lot in common. You share the same values and you now want to meet out for lunch regularly. Marketing relevance: This is engagement. More relevant messages that draw a link to why the prospect should want to do business with you. They enjoy your company.

What if; however, upon meeting that person a second time, that fine art you thought they liked, was 'Dogs playing poker'. Further, you find when they said they loved to cook, well, microwaves don't count. Your expectations are let-down. You don't have an accurate picture of this person and may be hesitant to believe them (trust them).  You're finding you really don't have anything in common. For marketers: You have not met expectations. Your credibility is shot. The next time you want to communicate with this person, they may not listen; and you have to work harder for their attention. When you keep trying harder you may just annoy them.

If you send out messages that are wrong, you will attract the wrong target. If your product isn't right for your target yet you keep hammering that target, that doesn't work either.

Social Media success is basically finding customers who have strong feelings about you and spreading that word. In the above scenario, you can try and try and try with social media tactics. If the product and message don't mesh or if your credibility is shot, you will spin your wheels.

Unsettling is there are many companies out there in this situation wondering why they can't get great referrals or word of mouth. It  isn't always easy to keep an outside perspective and get away from internal rhetoric. 

Make your product great in a way that is different from competitors and in ways customers appreciate. Be honest. Then tell people why they need you and what problems you solve. Don't lie or embellish.

Trust me.
Jackie