Sometimes it’s good to step back and consider who’s fooling who. Brands that look to drive sales do themselves no good in the long run. It’s like saying I want to be rich. We all know that many who are rich are poor on happy.
A better way to think about building a brand is to build a base of fans who love your work. Dollars are merely a symptom of fans liking your products, message, conversation, and attentiveness.
Build fans and covet them greatly.
“No one cares how much you know, until they know how much you care about them.” –Theodore Roosevelt
If your brand is aiming to become more customer-centric, you might want to work on becoming customer-minded first—there is a difference. The former means you think ABOUT customers. The latter means you behave LIKE a customer. How does your customer see you? Are you speaking with them or talking at them? Most people don’t like to be talked at. We enjoy conversation. Dialogue. Laughter, charm, and wit… Consumers want to know that the people and brands they associate with have some interest in them.
A great place to look is your Instagram feed. Are your images of your fans? Are you speaking to them or at them? If you were the consumer, would you stand in line at Starbucks and enjoy looking at your brand’s posts while waiting for your order? Do your posts show that you care about your customer? Or do your posts show pictures of things you make and do that you think your customers may actually give two shits about? Do you care about your customers or do you care what your customers think you?
Remember, no one cares what you do or make unless they know that you care about them first.