Customer relations. It’s no secret in the brand and advertising world that taking the time and effort to build strong, lasting relationships with customers is one of the secret ingredients to a brand’s success. But there is a lesser known secret to actually crafting these relationships and setting them up for long-term success.
Why bother? Why brand-customer relations are important
As we enter the fourth industrial revolution, just about every marketplace is not only crowded, but loud. What used to be small-scale turf wars between small competitors has morphed into unwinnable competitions of who can grab attention first and hold onto it long enough for a customer to make an action.
Because of these floods of goods and services your brand isn’t the only one offering the quality it offers, so it’s no longer about that. It’s about building relationships with customers. When you’re able to find and keep the attention of a customer, your chances of creating a loyal and lasting relationship with them depend on your brand’s authenticity. When you’ve formed a good relationship with a customer, you earn a brand ambassador who will recommend you to their connections.
A customer can replace your products or services quite easily, but they can’t replace YOU. What makes you stand out? What do you do that your competitors don’t? Decide on that, refine it, practice it in all aspects of your business operations, and you’ve got yourself a fighting chance of winning customers over despite the noise.
The secret to success: How to build strong customer relations
64% of customers with relationships with brands cite shared values as the reason for their relationship. But what are shared values?
An example of a brand with shared values is Duolingo. The language-learning app believes in making education and learning languages accessible for people who need it. This value of accessible language-learning informs both its free model and its gamified way of learning.
Refugees make up a significant portion of Duolingo’s users. Even those who aren’t enjoy learning a new language in a fun way and at an affordable cost. That is a shared value – both Duolingo and it’s users believe in and enjoy affordable education, particularly that of something as vital as language.
Your brand’s values will be impactful if your brand’s purpose informs them, and if your purpose is:
- Not profit-related
Your brand is well on its way to values with the same qualities. Your brand’s values are what make it personable, friendly, human, and more than just another money-hungry company. They are what makes Duolingo the caring, thoughtful app that it is. They are what can make your brand memorable and loved.