Today, people seek more from the brands they do business with.
They still want a top-notch product or service, of course. But they also crave something deeper: genuine connection. They want you to understand what they’re all about. And they want to support what you’re all about.
You can look in any field, from fashion to finance, and find brands that succeed through connecting. They communicate with customers in fresh, authentic ways — both in what they say and how they say it.
…they also crave something deeper: genuine connection.
Connection isn’t easy. Customers are brand-savvy, and they can spot disingenuousness a mile away. But it is worth taking the time to build. That’s because connection both grows your business and makes your business more satisfying and sustainable for you over the long term.These are a few of the tips we give our clients on how to connect with your customers and earn their devotion.
You’re never going to build a real bond with your customers by pretending you’re something you’re not. That’s why we take clients through our Brand Discovery Method to get super-clear on who they really are before we do any branding work for them.
If you’re feeling a little fuzzy about your business identity, ask yourself questions like these:
- What are my goals?
- What does my business offer that competitors cannot? Why would someone want to work with or buy from my business specifically?
What demonstrates my expertise in my field?
Know Your Customers
You can’t connect with people you don’t really know our understand. We also devote time in our process to taking an in-depth look at our clients’ current or desired customers.
Deepening your understanding of your dream customers is one of the best things you can do for your business. Ask yourself:
- What do they like and dislike?
- Where do they hang out — both online and off?
- What are their deep needs? In other words, what really drives them? For example, a dog owner might purchase a collar by Boots & Arrow (our sister brand!) not just because she likes stylish dog accessories but also because she likes to support upcycled products.
Your first instinct might be that your business should try to connect with everyone. But it doesn’t work that way. When you try to be all things to everyone, you mute your uniqueness — the very thing that will attract your dream customers and keep them coming back. What step can you take this week to be a little more bold, a little more specific, a little more you in the way you present your business to the world?
Forming a real connection means putting yourself out there. Tell your customers about who you are and what you love. Let them in on the the story behind your business and give behind-the-scenes glimpses. This kind of sharing can be a key part of your ongoing social media plan.
Showcase Your Customers
Your customers want to know that you see them, hear them and appreciate them. Retweet, regram and repin them. You can even feature user-generated content. (Modcloth is an example of a brand that’s really amazing at this.)
Give Away Valuable Info
Earn your customers’ trust by helping them learn. Use your blog, newsletter and social media posts to share content that will be useful to them. This helps establish you as an expert and someone who genuinely cares about them — instead of someone who’s always trying to sell to them.
Customers can’t get really get to know and love your business if your brand is different everywhere they encounter it. Do a spot-check right now: Do your social media posts convey the same personality as your website? How about your emails?
Consistency also means holding onto a core identity as your business grows and changes. If you’ve been shopping on Amazon for a while, you know what we mean. The site still “feels like Amazon” even though it’s expanded from just selling books to offering just about every product imaginable.
As you build your brand, keep consistency at the forefront both in the short term (What will make you recognizable everywhere customers encounter you now?) and the long term (How will you “stay you” as your business evolves?)
As a business built on connection ourselves, we love helping clients discover, attract and build lasting relationships with the customers who’ll be crazy about them. Contact us today to talk about your goals and how DesignGood can accelerate your success.