Driving Word of Mouth: How to Ignite Conversations Around Your Brand

In today’s crowded marketplace, getting your customers to talk about your brand is one of the most powerful marketing tools you can leverage. Word of mouth isn’t just about luck; it’s about creating a brand that people can’t help but share with others. But what makes a brand buzzworthy? It comes down to four key characteristics: being remarkable, relevant, reasonable, and repeatable. Let’s dive into how each of these can turn your brand into a topic of conversation and why cross-team collaboration is vital to making it happen.

1. Be Remarkable: Stand Out in the Crowd

To trigger word of mouth, your brand must be remarkable—different from every other brand in the market. In other words, if you’re just another “me-too” brand, you’re unlikely to get people talking. Being remarkable means offering something unique that captures attention.

Example: Apple is an excellent example of a brand that stands out. From the sleek design of its products to its innovative technology, Apple consistently offers something new and unique. The launch of the first iPhone in 2007 was remarkable because it revolutionized the smartphone industry. Its features and design were so unique at the time that it generated massive word of mouth, catapulting Apple to the forefront of the tech world.

Practical Tip: Identify your unique selling proposition (USP) and make it the cornerstone of your brand’s identity. Ensure that this USP is communicated clearly in all your marketing efforts.

2. Be Relevant: Solve Real Problems

For your brand to benefit from word of mouth, it must be relevant. This means addressing problems that matter to your target customers—problems that they care about and need solutions for.

Example: Tesla became a global leader in electric vehicles by addressing a relevant problem—environmental sustainability. By focusing on electric cars that were not only eco-friendly but also high-performing and stylish, Tesla made electric vehicles desirable. Their relevance to the growing concern about climate change helped Tesla generate significant word of mouth, positioning them as a leader in the automotive industry.

Practical Tip: Regularly gather feedback from your customers to stay in tune with their evolving needs. Relevance is not a one-time achievement; it’s a continuous effort to remain aligned with what your customers find valuable.

3. Be Reasonable: Set Credible Expectations

Even if your brand is remarkable and relevant, it won’t spark word of mouth if it’s not reasonable. This means your brand’s promises must be credible and achievable. Overpromising and underdelivering can quickly lead to negative word of mouth.

Example: IKEA is known for its affordable yet stylish furniture. The brand promises “well-designed, functional home furnishings at prices so low that as many people as possible will be able to afford them.” IKEA consistently delivers on this promise by offering products that are not only affordable but also of good quality, making the brand credible and trustworthy. This credibility has fueled positive word of mouth globally.

Practical Tip: Ensure that your marketing messages are honest and grounded in reality. Avoid making claims that your product or service can’t consistently meet.

4. Be Repeatable: Consistency is Key

The final pillar of a word-of-mouth-worthy brand is being repeatable. This means delivering a consistent experience across all customer interactions. Consistency builds trust, and trust fuels word of mouth.

Example: Coca-Cola is a master of consistency. Whether you’re drinking a Coke in New York, Tehran, or Tokyo, you know exactly what to expect. This consistent experience has made Coca-Cola one of the most recognized and trusted brands in the world, generating strong word of mouth over decades.

Practical Tip: Develop and follow standard operating procedures (SOPs) to ensure that every customer interaction upholds the same high standard of quality.

5. What Can We Do to Trigger WoM?

To actively trigger word of mouth, it’s important to create experiences that your customers will want to share. Here are a few strategies:

• Surprise and Delight: Go beyond customer expectations by adding an element of surprise, such as a small freebie with a purchase or exceptional customer service.
• Encourage Sharing: Prompt customers to share their experiences on social media or through reviews. You can incentivize this with contests or discounts.
• Leverage Influencers: Collaborate with local influencers who can amplify your brand’s message to a broader audience.

Example: Zappos, an online shoe and clothing retailer, is famous for its exceptional customer service. The company’s “surprise and delight” philosophy often leads to customers receiving unexpected perks, like free overnight shipping or surprise discounts. This approach has triggered extensive word of mouth, helping Zappos build a loyal customer base.

Practical Tip: Create moments that are worth sharing, whether it’s through exceptional service, unique packaging, or unexpected extras.

6. How Can We Manage WoM?

Managing word of mouth involves nurturing positive conversations about your brand while addressing negative ones effectively.

• Monitor Online Mentions: Use social listening tools to track what people are saying about your brand on social media and review sites.
• Engage with Customers: Respond to both positive and negative feedback. Acknowledging positive comments shows appreciation, while addressing negative ones demonstrates your commitment to improvement.
• Foster a Community: Create spaces where customers can share their experiences, such as social media groups or brand forums.

Example: Nike actively manages its word of mouth by engaging with customers across social media platforms. The brand responds to customer queries, addresses complaints, and thanks customers for their support, helping to maintain a positive brand image.

Practical Tip: Regularly engage with your customers online to show that you value their input and are committed to delivering a great experience.

7. How Can We Analyze WoM?

Analyzing word of mouth is crucial to understanding its impact and making data-driven decisions to enhance it.

• Track Mentions: Measure the volume and sentiment of brand mentions across various channels.
• Analyze Engagement: Look at how customers are engaging with your brand-related content. High levels of shares, likes, and comments indicate strong word of mouth.
• Assess Impact on Sales: Correlate word of mouth metrics with sales data to see how customer conversations are influencing your bottom line.

Example: Starbucks uses social listening tools to analyze word of mouth. By tracking online conversations, Starbucks gains insights into customer sentiment and preferences, allowing them to refine their marketing strategies and product offerings.

Practical Tip: Use a combination of quantitative metrics (like sentiment analysis) and qualitative feedback (like customer reviews) to get a comprehensive view of your brand’s word of mouth.

8. The Role of Cross-Team Collaboration

Creating a brand that sparks word of mouth isn’t just the responsibility of the marketing department. It requires cross-team collaboration, particularly between marketing, sales, business intelligence (BI), and other functions. When these teams work together, they ensure that the brand’s message is consistent, its promises are credible, and its offerings are both relevant and remarkable.

Example: Amazon is known for its seamless collaboration across different teams. The marketing team works closely with customer service, logistics, and product development to ensure that every customer interaction reinforces Amazon’s brand values. This cross-team effort ensures a consistent and reliable customer experience, which drives positive word of mouth.

Practical Tip: Hold regular inter-departmental meetings to align goals and strategies. Foster a culture of open communication and collaboration across teams to maximize your brand’s word of mouth potential.

9. Types of Word of Mouth

Understanding the types of word of mouth your brand might generate is crucial:

• Positive Word of Mouth: This is when satisfied customers share their good experiences, which can significantly boost your brand’s reputation.
• Negative Word of Mouth: When customers are disappointed, they’re likely to spread the word. Ensuring your brand is remarkable, relevant, reasonable, and repeatable helps minimize this risk.
• Amplified Word of Mouth: This occurs when influencers or media outlets amplify your brand’s message, reaching a broader audience.

Example: Tesla has benefitted from positive word of mouth as customers share their enthusiasm for the brand’s innovation and environmental impact. On the other hand, negative word of mouth can occur when a brand fails to meet expectations, as seen with some initial delivery delays experienced by Tesla buyers.

Practical Tip: Regularly monitor social media and online reviews to gauge the type of word of mouth your brand is generating. Use this feedback to make necessary adjustments and improve your offerings.

10. Conclusion

Word of mouth is a powerful tool, but it doesn’t happen by accident. By ensuring your brand is remarkable, relevant, reasonable, and repeatable, and by fostering collaboration across your teams, you can create a brand that customers love to talk about. Evaluate your brand based on these characteristics, take proactive steps to enhance your word of mouth potential, and actively trigger, manage, and analyze it. After all, in the world of marketing, nothing beats the power of a personal recommendation.