I know this headline is confusing. Maybe counter-intuitive. Let me explain.
Once upon a time, companies controlled their brand message through carefully crafted advertising, PR campaigns, and corporate communications. Today, that control has slipped through their fingers. Consumers now wield immense power, shaping brand perceptions through social media, online reviews, and digital communities. A single viral tweet, an influencer’s critique, or a wave of user-generated content can redefine a company’s image overnight—for better or worse.
This is not just a regrettable evolution. It’s actually great for business. Nobody believes ads any more. But they believe their friends, neighbors, and co-workers. They believe their favorite influencers.
So the ideal marketing strategy is to hand the mic to your customers and fans … with a script if possible!
In this era of consumer-driven narratives, can companies still exert control over their brand message? The answer is yes—but not in the traditional, top-down way. Instead of trying to wrest control from consumers, brands must rethink their approach and strategically guide the conversation.
One brand manager said to me: “I know we need consumers to carry our message. But how do we control it?”
I thought this would be a good thought experiment to explore. Are there options for brand influence when consumers own the megaphone?
Here are five ideas.
1. Build an unmistakable brand message
This is a trick I use when working with a new client on a marketing strategy. I bring the leaders around a table and ask them to finish this sentence: “Only we …”
Nine times out of ten, every person in the room provides a different answer. If the company leadership can’t articulate their brand story, how can they expect consumers to do it?
If your brand’s story is weak, consumers will rewrite it for you. A brand narrative isn’t just a tagline—it’s a deeply ingrained truth about why you exist, what you stand for, and how you deliver value.
- Clarify Your Core Values: What does your brand stand for? If this isn’t clear internally, it will be incoherent externally. Define your values and ensure they are reflected in every touchpoint.
- Create a North Star Message: This is the unshakable core of your brand that remains consistent, no matter how conversations shift.
- Anticipate Challenges: Proactively address potential criticisms before they become crises. If you sell sustainable products, for example, ensure your supply chain is truly ethical and be transparent about it.
A well-defined brand narrative makes it harder for others to misrepresent you.
2. Dominate owned media channels
If you don’t control your own platforms, you’re at the mercy of algorithms and external opinions. Companies must become their own media powerhouses.
- Content as a Shield: Invest in high-quality content that tells your brand’s story across blogs, podcasts, YouTube, and social channels. The more credible and consistent your content, the less influence a negative review or rogue influencer will have.
- SEO and Thought Leadership: Ensure your brand’s narrative is what appears when people search for you. Publish authoritative content that dominates search results.
- Community Building: Own your audience through email newsletters, private communities, and forums. The stronger your direct relationship with consumers, the less reliance you’ll have on third-party platforms where you have little control. And, if something goes wrong, your community is likely to defend you!
3. Cultivate an army of brand advocates
Consumers trust each other more than they trust corporations. Smart brands don’t just rely on corporate messaging; they empower loyal customers and employees to carry the message forward.
- Customer Evangelists: Identify and nurture your most passionate customers (probably in your community?). Provide them with exclusive content, early product access, and recognition so they continue to advocate for you.
- Employee Advocacy: Your employees are some of your most credible voices. I am not a fan of asking them to share corporate content, but I love it when companies train their own influencers (there are lots of examples of this in my book Audacious).
- UGC as a Strategy: Instead of fighting user-generated content, guide it. Create branded hashtags, challenges, and campaigns that encourage positive content creation. An example — e.l.f. Beauty created a music video that was the most-shared video on TikTok in 2023.
- View Influencers as Strategic Advantage: Sure, influencers can activate an audience and grow sales. But they are also a strategic advantage. If they have a positive relationship with you, they don’t have one with your competitors!
4. Engage, don’t just react
Many brands fall into the trap of only responding to negativity when it arises. Instead, brands should be proactive in shaping conversations before a crisis hits.
- Social Listening at Scale: Use AI-driven tools to track online sentiment and spot trends before they escalate.
- Conversational Brand Building: Don’t just broadcast—engage. If people talk about your brand, join the conversation, clarify misconceptions, and amplify positive discussions.
- Influencer Partnerships with Integrity: Vet influencers carefully and build long-term relationships with those who align with your brand values rather than chasing quick impressions. It’s likely the influencer might be the best-known person associated with your company. Hold them to the same standards and expectations as an employee.
5. Turn crises into brand-defining opportunities
Negative publicity is inevitable. Don’t let the panic set in. Brands that handle crises with transparency, authenticity, and swift action can emerge stronger, especially if you have worked hard to build a community of advocates.
- Own Your Mistakes: If you mess up, acknowledge it quickly and genuinely. A defensive or dismissive response only fuels more backlash.
- Turn Critics into Allies: Engage with dissatisfied customers or influencers constructively. Address their concerns and, when possible, turn their experience into a win. The Jay Baer book Hug Your Haters is a great reference.
- Control the Narrative Quickly: When a crisis unfolds, get ahead of the story with direct communication through your owned channels.
Influence, don’t control
In the modern era, the most successful brands aren’t the ones that try to suppress consumer voices. They are the ones who listen, engage, and shape the dialogue while staying true to their core brand message.
Marketing today is much more than spending money on ads. There are massive risks when consumers control the storyline, but even greater opportunities for those companies that adapt to reality and the ideas I’ve presented today.
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Illustration courtesy MidJourney