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Regardless of whether or not marketers actively mold and position their brand, customers have an opinion of it.

Every touch point a consumer is exposed to – the website, ads, customer service, etc. – plays a part in shaping the brand for them. If they brand is muddled, disjointed or passively communicated, consumers will take the leadership to step in and define it.

Take the case of a retail store that promotes its great service for instance. If consumers are met by disinterested or disgruntled employees that don’t follow the brand’s promises, consumers will identify the brand through their experience with it. “Says one thing and does another.” Thus, we have a runaway brand with control in the hands of the consumer. Not the marketer.

Successful brands are able to retain a certain level control in a spectrum of mediums. Every touch point for these brands delivers strategic, consistent messaging to the consumer. While they encourage consumer to engage and interact with the brand, they do not allow consumers to create the brand perception for themselves.

However, in a world where brands – and discussions about them – are moving into new and seemingly endless media, marketers cannot keep total control of their brands. Nowhere is this more visible than social networks. New Facebook pages and Twitter profiles are created every day – make that every minute. It is inevitable for unofficial, user profiles to spread negative messaging about a brand. In this case, marketers must learn to counteract these effects.

Engaging consumers and encouraging interaction on these channels redirects their attention to the proper source. In the process, it positions a brand as transparent, savvy and connected with its audience.

For more information on how we can help lead your brand, please contact us at info@cre8tivjuice.com.