Creating Conversation Around Brands

Creating conversation around brands is one of the most sought-after and least understood things in marketing.

The reason it’s poorly understood is that most organisations approach it backwards. They create the brand, then try to attach conversation to it. The conversation feels bolted on because it is.

The better approach: create the conversation first, or at least simultaneously. Build the brand around the conversation that already exists – or that you want to exist.

What creates conversation around a brand?

1. A clear point of view. Brands with opinions are more interesting than brands that try to please everyone.
2. Something worth talking about. A remarkable product, a surprising experience, a cause worth caring about.
3. An invitation. Ask people what they think. Genuinely. And respond when they tell you.
4. Consistency. Conversation is built over time. Show up, say things worth saying, respond to people – consistently.
5. Community. When people can talk to each other about a brand, not just to the brand, the conversation scales.