Diego Rodriguez over at metacool has a nice post about his observations of Toyota Prius drivers. The key message is that there is certain behaviour of your customers regarding your product that you can’t control. But exactly this behaviour can have a serious impact on your brand and the related image.

These are chapters in building your brand (and spreading your idea) that can not be written ahead, but in a follow-up post, he comes up with a solution: rewarding brand-building behaviour.

In order to ensure that your customer are using your product in the right way or that the correct brand message gets delivered all you have to do is come up with incentives for rewarding brand-building behaviour. Diego comes up with a few examples for the Prius case and this exercise can be done for any product, service or brand.

Now the question is, how we can create ideas for rewarding brand-building behaviour? Let’s try it with these steps:

1. Identify “good” and “bad” brand-building behaviour situations
2. Identify situations, that would increase the status of your customers
3. Now mix them up and reward “good” brand-building behaviour and provide an incentive for not pursuing “bad”

The result would be a guideline (of course you don’t call it like that ), how to use the product or service and how to “life” the brand. The result is an “army of brand ambassadors” - which would open up countless new opportunities.

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