Brand Yourself as Fun: Lose Control!

Your brand is what other people say about you when you’re not in the room.

Networking and transparency allow companies to be in that room now, 24/7. They can listen and join the conversation. In fact, they have more control over the loss of control than ever before. They can design for it. But how?

For starters they can give their customers more power than usual. Here are some fun ways we discovered HOW?

The Pay-as-you-Like way:

They can give them more control over pricing, which is what the band Radiohead did with its pay-as-you-like online release of its album “In Rainbows.” Buyers could determine the price, but the offer was exclusive, and only stood for a limited period of time. The album sold more copies than previous releases of the band.

A Warm Gesture:

The Danish chocolate company Anthon Berg opened a so-called “generous store” in Copenhagen. It asked customers to purchase chocolate with the promise of good deeds towards loved ones. It turned transactions into interactions, and generosity into a currency.

The Hack-aways:

Companies can even give control to hackers. When Microsoft Kinect came out, the motion-controlled add-on to its Xbox gaming console, it immediately drew the attention of hackers. Microsoft first fought off the hacks, but then shifted course when it realised that actively supporting the community came with benefits. The sense of co-ownership, the free publicity, the added value, all helped drive sales.

Steer away Consumerism, Stay True:

In a radical stance against consumerism, Outdoor clothier Patagonia placed a “Don’t Buy This Jacket” advertisement during the peak of shopping season. It may have jeopardised short-term sales, but it builds lasting, long-term loyalty based on shared values.

Be Kind:

Any image built on kindness is going to last and earn your brand the respect and connect it needs. A U.K. based Interflora monitored Twitter for users who were having a bad day, and then sent them a free bouquet of flowers.

Companies are the makers of their fortunes, and like all of us, they are utterly exposed to serendipity. That should make them more humble, more vulnerable and more human. As networking and transparency exposes companies’ behaviour in broad daylight, it’s important they portray their true selves. Because only in their true selves will the consumer find a connect with their brand. Just as the ballet dancer Alonzo King once said, “What’s interesting about you is you.”

Originally published at technomugs.tumblr.com.