Engagement Driven by Emotional Connections
Brands that practice a strong business strategy of providing consistent experiences while demonstrating shared values will overcome today's challenges in maintaining consumer trust and loyalty.
Consumer's Definition of Value Goes Beyond Price, Product, and Service
Consumer preferences have changed drastically since the COVID-19 pandemic, and today’s socioeconomic conditions and the essential offering of convenience, availability, and affordability have reshaped how they define a brand's value. Today, "value" means more than what consumers get for the price they pay for the product or service. There is an amplified factor at play when making purchase decisions — does the brand mirror my own personal values?
Brand voice, mission, and presentation to society matter more than ever. In a world of influencers, reviews, and now "defluencing" (the act of sharing what not to buy), authenticity and transparency is essential when communicating with the consumer.
Step 1 — Get to Know What Your Consumers Value
Demographics and segmentation don’t tell you everything you need to know about your customer base. Getting to know your customers means also finding out what's important to them, their children, and their community. Leverage social listening and conversations on platforms like Reddit, Yelp, or community groups to better understand what's important to your target audience.
Then create relevant and authentic opportunities to connect with consumers. A simple tactic like asking your customers if they’d like to add a small amount ($.10 to .$.50) to their purchase as a donation to a trusted charity that your brand supports, or including a tracking link to a nonprofit post about a relevant social cause, can make a significant impact on building strong relationships with your customer.
Step 2 — Develop a Socially Conscious Mission Statement
Revisit your brand mission and brainstorm statements, phrases, and hashtags that spark a positive emotion and desire to engage with your brand. Even something as simple as #DoBetter have a way of connecting with the cosially active consumer's primal brain. Short inspiring phrases have a way of instinctively creating a feeling of trust and connection. They can also demonstrate a greater understanding of your audience's needs and beliefs.
Step 3 — Pair Your Mission with Personal Actions
It's time to live and breathe your mission. Get your customer involved, whether it be community events, customer surveys, or promotions tied to your brand's purpose; the more you involve your customer, the more you have an opportunity to strengthen the relationship.
Revisit your customer journey from awareness through winback and find those authentic moments where your mission can be mutually shared with your audience throughout their lifecycle, establishing rewards of complete satisfaction and brand loyalty.
You don't have to reinvent your brand. You just need to add the right mix of promotional tactics, data and communication strategy, and emotional engagement with shared authentic values.