Dialogues, Not Diatribes: Tips for Successful Brand Communication
The internet runs on opinions and conversation. From the newest restaurant to the latest blockbuster, every experience is instantly reviewed, rated, and debated. News, tourism, food, music, sports—you name it—there’s a constant tidal wave of voices shaping what’s worth your time… and what’s not. In this world, the most successful brands don’t shout over the noise—they join the conversation.
An unfortunate symptom of this environment is that sometimes brands can disparage their customers or competitors. According to recent data, it is estimated that 95% of consumers read online reviews before making decisions. In addition, reviews now influence 32% of purchases – more than discounts or coupons. (Shapo) 68% of business decision-makers say they trust online reviews as much as personal recommendations when evaluating a service or product (Textedly). We know all people have opinions, and these stats tell us that many people value opinions. In light of this, it’s important to find better ways to engage with people than bashing them for their opinions or engaging in negative back-and-forth.
This blog post explores how brands can get their audience talking without arguing, and engage in meaningful conversation without disparaging others, including customers and competitors.
The times we live in make it harder to do than ever. In the past, brands had access to the data and information that enabled one way communication. Now, consumers are empowered with access to information and media that they’ve never had, so they make their voice heard. Brands must choose to invite meaningful conversations with their audiences in ways that prioritize respect, responsiveness, and relationships.
The idea of dialogues and not diatribes is this. Where you could attack, you instead invite conversation, even when there may be disagreement. It is easy to engage only with those who have the same mindset and outlook. In settings where there are differences of opinion, and diverse viewpoints are reflected and respected, there can be deeper, wider understanding as well as growth.
I have a saying – “What you permit, you promote.” If brands are to lead the way with responsible messaging, they have to be upfront about their commitment to it, and model it throughout their communication strategy and structure. Brands must lead the way in this effort. This blog explores ways that brands can prioritize and practice elevated brand communication that promotes dialogue that builds up and discourages diatribes that tear down. Brand communication that is respectful and relational is the best kind for brand building. Brands must excel at talking with people, not talking at them. And this means using the power of language and media for building bridges, not barriers.
Here are four ways that your commitment to positive brand communication that builds is demonstrated.
The way your brand thinks before it speaks.
There should be thoughtfulness and intentionality in how your brand speaks and shows up. This should be reflected in your brand guide/code of conduct etc. There should be an approach that is discussed and revisited for how both internal and external brand communication challenges are handled. Brands must be conscious of how word choices can be perceived or potentially impact different groups of people.
The way your brand speaks.
The language you use in your brand communication should reflect intentional, strategy-driven choices. Brand voice and tone are decisions. Brands should aim to foster environments in both online and real life (URL and IRL) where open and respectful conversations can take place. This approach helps in building trust and engagement with the audience.
The way your brand listens.
Brands must prioritize listening to their audience’s concerns, feedback, and suggestions, and respond in ways that are timely and thoughtful. Feedback is a positive and criticism can be constructive. Brands must set up systems that honor and encourage feedback at every stage of brand and customer experience.
The way your brand responds when it says the wrong thing.
Inevitably, brands will make mistakes in messaging and communication or its approach to criticism or feedback. How your brand responds is everything in these situations. It can’t just be something you offload to your PR or reputation management agency–it starts with your business or organization being direct and accountable when there is an issue. This communicates value for the affected entity and commitment to making it right.
Benefits of Taking a Dialogue-Focused Branding and Marketing Approach
There are advantages to this “dialogues over diatribes” conversation. These organizations have a more positive reputation, and are perceived as having stronger, longer-term customer relationships. It is important to the audience that they feel like the business has their back and has an interest in something other than just making money.
Respectful and constructive “two-way” communication can enhance brand loyalty and customer retention. People want to feel seen and heard, especially when there is or has been a problem. People want to know what is being done to correct mistakes and prevent them. Conversation can keep customers feeling connected and part of the process of making things better. This approach elevates those who are engaged in conversation from prospects to partners and from customers to counselors.
Brands become more powerful and influential when clients and customers feel like they have a seat at the table. That their concerns are seen, noted, and responded to. Just like in any relationship, when a baseline of respect and trust is built, clients are more likely to give them grace and the benefit of the doubt when mistakes are made.
How Can Brands Create and Engage in Meaningful, Respectful Dialogue
One of the most important and impactful things a brand can do is to stay informed, investigate and research, so there is factual evidence and information when you go to engage. Another is to invest in training for marketing and PR teams to handle sensitive topics with care and conscientiousness.
Another practical step is to create feedback mechanisms, so you are constantly soliciting and acquiring feedback of all kinds. Use of polls, Q&A sessions, and interactive social media content to encourage audience participation.
One other step is sharing and celebrating customer stories and testimonials to create a sense of community and shared experiences. Their stories are your stories. People want to feel heard and seen. This creates greater connection between the brand and the audience.
In this process, brands should practice being transparent and honest about mistakes and successes in communication, as it is always a work in progress. Brand communication should feel authentic and not performative.
Brands must lead the way in creating an atmosphere where dialogues are championed. Brands must continually educate themselves on how to effectively manage and respond to negative feedback or criticism while maintaining a constructive dialogue. No matter what the conversation is that is happening, brands must maintain a high standard of how they engage, because what they do or don’t do in the face of criticism or mean-spirited discourse reflects positively or poorly on their brand experience.
Conclusion
Brands need to adopt a dialogue-centered approach and emphasize the long-term benefits of such a strategy. Successful brands have found the balance between speaking their truth, and making room for the perspectives and points of view of others. Our vision is of a marketing landscape where respectful, constructive, and empathetic communication is the norm and brand-clients relationships deepen as brands lead the way in emphasizing dialogue and not diatribes.
—————————
Enthuse Creative develops brand strategies and creative solutions that helps brand successfully communicate their message to their audience. Contact us today to learn how we can help your organization.
