What it Means to be a Brand that’s Feedback Aware
Over the next couple of weeks, as Faire Collective begins to develop further, you’ll start seeing us on a notable forum, pressing for interactions, and have a chatbot set up on our site where we would be ready to speak to you. Joe, myself and the rest of the team have come up with a pretty impressive timetable to make sure we’re always available - one of the most common questions consumers ask when engaging with a chat bot system according to Google was,
“Are you a robot?”
We never want that here at Faire. Asides from the joint venture that we have over with the guys at Yventures (which I’ll geek out about in another post), we also build our own channels, as many as possible to collate data and understand our consumers a little better. So what does it mean to be a Feedback Aware brand?
It’s a simple but crucial rule. ABC: Always Be Chatting.
It’s important to speak to the consumer. It’s not enough to acknowledge what they’ve said and have a stellar reply so they know their comments are being attended to. It’s not just, “Hey thanks for your advice! That’s a really great idea we’ll think about it.”, it’s more about understanding where you’re going from, why you would say that and how crucial is this to you.
The only way to do that is to always be chatting. We want to engage with our consumers so they know they contribute to a part of what Faire Collective is. Brands talk a lot about exclusivity and making you feel special - I prefer inclusivity because you’re part of the family.
We’re also setting up a reviews portal on our site, we’ll do surveys and we’ll set up drip campaigns. Joe and I are also exploring the possibilities of experiential pop ups as best we can because we know how hard it is to not be able to feel a product that you really like online.
These are all avenues that we’ve set up to interact with our consumers. When Joe and I looked through other products, we found that relevance was a very key factor that was missing. A padfolio could have several card slots, or more than 4 pen slots and we immediately wondered why we would put our cards there, and if we needed that many pens.
The truth is we’re paying for that - functions we didn’t need. So when we conceptualised our bag, we had these focus groups and constantly chatted about one topic with our extended team - What’s in our bags? We had to not only build something sleek and polished, we also had to be functionally relevant.
That’s what it means to be a feedback aware brand. We don’t go on a gut or make what we like. We explore what the ground needs and wants, and we try our best to provide that. Together with Yventures, the data we collect form a fundamental base for the kind of products we make and provide to you.
This is always going to be the way of things for us here at Faire Collective. We saw the effectiveness of that when we were building the brand. The suggestions we got from our extended team and the ideas we got from our focus groups built Faire in different ways - everything from our product to our language and the way we communicate.
Little by little, they helped to form what we now call Faire Collective, and it was exciting to see it come together. We went through rounds and rounds for everything, it wasn’t just product - our font face, our packaging, our cards and the entire unboxing experience, the colours that we’d use, even how we’d reply our emails.
So we want you to feel the same excitement with us - what does being a feedback aware brand mean?
It means that we are a brand for the people.