Effective customer value and long-term success stem from a combination of key elements: a remarkable product, a strong brand presence, and most importantly, a meaningful connection. Today, I’d like to emphasize the significance of cultivating a robust bond with your customer base.
In an era where customers have limitless options across various industries, the true winners are those who forge genuine connections with their audience. Just like any interpersonal relationship, authenticity is vital. So, how can you achieve this in the professional realm, where formality often prevails? The answer lies in demonstrating your unwavering belief in your core values.
Let’s explore how leading brands have accomplished this.
Stay true to your ethos:
Take, for example, Diff, whose dual mission is to provide affordable eyewear and make a positive global impact. Their “Diff Gives Back” initiative has distributed over 3 million free glasses worldwide. This unwavering commitment to their brand philosophy has garnered a loyal following, including myself.
Build genuine connections:
Dove’s groundbreaking “Real Beauty” campaign confronted body shaming head-on. The #ChooseBeautiful advertisements not only helped double sales to $4 billion in three years but also emphasized the importance of customer-centric storytelling over product-centric approaches.
Authenticity necessitates transparency. Many companies talk about the manufacturing process of their products, but very few are willing to unveil it. This is not the case with Lush Cosmetics: from 2014 to-date, it has posted short videos on the manufacture of certain products on its YouTube channels. In the ‘How It’s Made’ videos, the employees themselves explain the steps of the manufacturing process. This creates a two-fold sense of authenticity: on the one hand, this presentation helps make the products and their ingredients more transparent. On the other hand, employee inclusion makes the company more accessible. Unlike a communications expert, the unpolished workers speak with a natural simplicity that adds charm and sincerity. Finally, this format is also a new way of presenting the company’s values, both implicitly and explicitly
Tell authentic stories:
Airbnb’s “Belong Anywhere” campaign tells genuine tales of travelers, fostering emotional experiences and a profound connection to the brand. Staying at an Airbnb property transcends mere accommodation; it becomes an opportunity to create lasting memories. This approach significantly boosted Airbnb’s valuation and propelled its share price to new heights.
If you’re eager to delve further into incorporating authenticity into your storytelling, let’s schedule a free consultation.