Creating Brand Connections
What is the most valuable commodity in the world? I’ll give you a few hints. We all have a finite amount of it. We cannot manufacture, imagine or mine any more of it. There is a limited amount we get to use each day, and each lifetime.
And if we can agree – at least those of us here in the developed world who have access to all the levels of Maslow’s hierarchy – that time is, in fact, the most valuable commodity around, then how does this impact us as brands and marketers and businesses trying to attract customers?
We are operating in the experience economy, where customers not only expect a great product or service, but a world-class interaction with your brand to boot. But more than that, we’re begging, borrowing or stealing time from our customers – away from the thousands of things vying for their attention on a daily basis. So how do we make it worth their while to look and pay attention to us?
In an environment where attention is the new currency, creating an emotional connection to your brand is paramount not only to success but mere survival.
Emotional connection in a loving relationship is described as follows. “When you are emotionally connected as a couple, you build a foundation of strength, trust, and respect.” And while we’re not expecting customers to vow their loyalty to us until ‘death do we part’, as brands we must create this experience of trust so that customers feel their exchange of time with us is worthwhile.
How do we create brand connections?
Seeking and gaining the attention of your customers means offering them value, every single time you interact and ask for their time. Ask yourself the question, “What is the job my customer is hiring me to do?”. This basic inquiry will guide you when it comes to engaging with your customers in a truly meaningful way, and not just for the sake of it.
You must respect the time exchange taking place when you communicate with your customers. I want to know that customers will pay money for the job I’m hired to do, and I equally want to know they see value in what I deliver – otherwise, they won’t be back. What relationship do your customers want to have with you? And is it worth their attention?