Brand Engagement — Getting It Right

There are two types of engagements that brands and companies need to look into. The first is customer engagement — the ongoing effort to connect with customers and understand them better. The second is brand engagement: the emotional or rational bond that a brand builds with its consumers. Both are equally important. While most companies have some form of customer engagement, very few understand brand engagement and its role in building loyal customers who become the brand's strongest advocates.

In the past, brand engagement barely existed as a concept. Most communication was one-way, and interaction was limited to the sales counter. Social media changed that fundamentally. Now brands can interact with consumers in real time — understanding their likes, dislikes, and what they actually think. The question is: what does a brand need to do to get brand engagement right?

Get to Know Your Customer

Understand who your customers really are — what they value, how they make decisions, what they watch, when they are most likely to buy. Today, marketers have access to an immense amount of customer data. Proper analysis gives you a clear picture of your customer's preferences that goes far beyond demographics. Use it.

Management Commitment

To build brand engagement, you have to be honest at all times. Consumers only connect with brands that display genuine honesty. Be prepared for negative comments and harsh feedback. Replying and acting on them with integrity requires management commitment and internal discipline — not just a social media policy document.

Be Boldly Honest

In online reviews, social media comments, and blogs, consumers post feedback. This is the single best way to understand what they feel about your brand. Make it a point to reply to all reviews and comments with total honesty. Positive feedback cheers everyone. A negative one is the time to acknowledge that work needs to be done — and do it.

Support a Social or Cultural Movement

Every society has issues that its people care about — whether natural calamities or social-cultural concerns. Brand engagement deepens when a campaign recognises and reflects issues that matter to its customers. Successful brands do not just share product knowledge. They tell full, purposeful stories that align with the values their consumers hold.