In what is considered by many, including Freud and Nietzsche, a masterpiece of Fyodor Dostoyevsky, The Brothers Karamazov, one can learn many lessons involving human behavior.
For example, the competition between the father Fyodor and his eldest son Dmitri for the love of Grushenka beautiful young woman of 22 years can teach some lessons on how to build a trusted brand in the fierce competitive market in the twenty-first century, but rather pay attention to what John said Morgan author of Brand Against the Machine. He states that the only thing that really distinguishes your company from another is its brand. And your brand is defined by how your customers and potential customers feel about you, their perception about yourself and their confidence and connection with you.
Grushenka is young, beautiful, and extremely attractive and is aware of it. Attracts attention wherever she passes. But her motivation is not noble though later seek redemption. She seeks financial independence at all costs even if it means leaving her admirers, totally crazed, and place even father and son against each other. Do not kid yourself and judge by first impression, because she has a hidden history. Needs to be explored. Grushenka if it were a brand, it would have one of the components that compose a Trusted Brand: Visibility. Here is the first lesson on how to build a trusted brand.
1. Visibility is what first takes you to the door and your ability is what keeps you there. Often, many companies have incredible stories of generations of innovation and success, but you need to explore it by talking to them one, two, three or as many times as necessary until the hidden treasures are found to be used towards a greater visibility of the brand.
Dmitri Karamazov understood perfectly that a beautiful woman like Grushenka drew attention, yes, had great visibility, but not automatically mean it was someone with whom to have and maintain a trusting relationship. Can you imagine the disappointment of Dmitri to hear those beautiful lips saying: "I did not promise you anything", here we have a second lesson
2. Attention does not equal trust. Customer trust is the most important thing for your business. Although brand visibility is key this does not equate to sales messages more thunderous. Companies need to focus on selling trust and then sales will come. Morgan believes that customers don’t care how you do “it”, they just care that you do.
After some time of relationship with Grushenka, Dmitri was completely in love. Despite having available, a much more beautiful, rich and stable option he remained faithful to his love for her. No other made sense. Our third and last lesson:
3. Relationship. You must build a kind of relationship with your customers and consumers to make them feel they are cheating case choose another brand. For a brand to gain authority, the company needs to be positioned as a resource and not simply as a service or product. Truth be told, its products and services do not differ much from the producer or marketer on the corner of your street. The differential is positioning the product or service as a solution to the needs of its customers. The goal is not to be perceived as a great choice of high quality, is marketing a product or service, but be perceived as the ONLY option.
Building a successful brand involves the value of what you can do for someone and it must always be believable, desirable and achievable. Your brand may not be for everyone and so far, so good. Your goal should be to build trust and rapport with a select group of brand ambassadors who will carry the flag for you and fly it with pride.
In the novel The Brothers Karamazov, the youngest son Alexei is the hero. Young, good-natured, friendly and spiritual. His friendship with Grushenka is such a positive influence she goes to seek redemption resulting in outcrop qualities like kindness and generosity that were hidden despite her proud and fiery temper.
Grushenka if it were a brand and you are responsible for transforming it into a trusted brand, what leverage would you? Read the novel The Brothers Karamazov can help suddenly find an answer.
See you soon,
P.S.: You can read a Brazilian Portuguese version of this article clicking here.