Give them reason:
Notes for inspiring brands
Followers are not a following. For a brand to develop a following, it must earn goodwill, and develop trust. A following has a degree of loyalty that allows the relationship to survive an occasional stumble.
Building goodwill is a key to your brand’s success.
It’s inevitable that at some point, your customer will receive less than perfect service, experience a defect with your product, or be disappointed in your latest software release. How your customer reacts is influenced by their experience, and the degree of trust they place in your brand. Will they give you an opportunity to make things right, or switch to a competitor?
Brands with a following have their customer’s interests at heart. Great brands follow their customers closely for insight into their values and needs (following must go in both directions). Brands must give customers a reason to engage in a relationship deeper than simply pressing a follow button.
Is your brand messaging consistent and customer focussed? Does everyone—and everything—that represents your organization work towards fostering goodwill and building a following?
Secrets of the 10 Most-Trusted Brands by Paula Andruss