McLellan: Creating intimacy that rings the cash register

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In last week’s column, I talked about the power of branding and specifically about creating brand intimacy with your consumers. 

Think about your own life. From the time you were a kid, you were a brand loyalist at some level. Maybe you loved Barbie or Tonka trucks or Playstation. But odds are you had a go-to brand that made gift shopping easier for your parents. As you grew up, you created an affinity for your college, a brand of tennis shoes, a car type or company, and a sports team or two. Beyond that, you have developed a connection with people you admire, be they athletes, celebrities, religious leaders, authors or politicians. 

We are wired to connect with brands, and as long as they don’t disappoint us, we stay loyal to them for an extended period. This idea of having a committed relationship with a brand pays proper homage to the complexity of the connection. Today’s technology escalates that relationship and has transformed it from a lopsided relationship to a very balanced one, where both parties (the company and the consumer) have significant influence over one another.

Today’s consumers are not just accepting what a company communicates about the brand. The consumer is actively shaping the brand and, to a certain extent, directing how it behaves, relates, and where it shows up in the consumer’s work or home life. Ratings and review sites, social media channels and influencer marketing all play a role in defining how a brand is perceived. Smart brands are paying attention and evolving to create more genuine and meaningful relationships with their consumers.

How can a well-run company that produces a quality product or service that is competitively priced (translation: most organizations that have survived five years or more) eclipse its current level of connection with its customers and actually create genuine brand intimacy?

You need three core elements.

Your essence: All too often, when a company begins to self-define its brand, they use their heads, not their hearts. They talk about outcomes or deliverables. That’s not what a brand promise or essence is all about. One of the best examples of the expression of a brand essence is Ben & Jerry’s ice cream. Their brand’s essence is joy for the belly and the soul. It tells you everything you need to know about this company and its products. It telegraphs their commitment to activism, quality natural ingredients, quirky personality, and how and why they’re premium priced.

Your expression: This is how you tell the story of your brand. It’s messaging, content and thought leadership pieces, how you interact with the media, reviews and questions from your consumers. This is all about how you talk about your brand. It’s not only what you say but how you say it. Voice is an undervalued tool in your brand toolbox.

Your experience: You can say whatever you want, but how you act will seal the deal when it comes to brand intimacy. This is where you either prove that you mean what you say or that it’s just hype. This could be the shopping experience, your website’s interface, how quickly you respond to emails or what happens at your events.

Deceivingly simple. Incredibly difficult. There’s a reason why most companies don’t enjoy brand intimacy with their consumers. It’s a lot of work, and the work is never done. Like any relationship that matters, the connection between your company and its best customers isn’t static or one-dimensional.

Could 2020 be the year that you decide to make the effort? The benefits are substantial if you are willing to be honest and transparent with yourself, your team and your customers, so you’re making a promise you can and want to keep.

Is this your year?