Consumers are the lifeblood of our business—that’s why it’s critical we interact with them early and often. But it’s how you’re interacting that will really make all the difference in the world. It’s quite clear that consumers are more attracted to brands that have recognized how important creating an emotional connection is by humanizing their messaging. That connection is built where the roads of authenticity and transparency intersect.
Consumers today are savvier than ever; they’re put off by the proverbial “corporate speak.” As social media has ascended to the top of the marketing food chain, relationships are built with a genuine person-to-person conversation, not through a series of empty, scripted conversations or overused sales pitches. Consumers become frustrated when they feel that they’re not being heard.
By combining an increased level of information shared with the consumer (transparency) with expanded vulnerability (authenticity) of the message, the brand develops an emotional connection that ultimately builds trust and loyalty — organically.
As the cornerstone of any relationship, trust is what brands should strive to achieve, along with what consumers demand. If the trust is there, the conversation will allow the openness required to understand your customer’s needs. When you understand their needs, you can now take aim at fixing their real problem.
As you develop your brand messaging, keep in mind that you’re speaking to the consumer as a person, not as a prospect. “People want to do business with people they like and trust; brands that incorporate authenticity and transparency through their interactions and messaging will produce better relationships with their customers all day long!
Doug Campbell is the Co-Founder and Chief Growth Officer for BrandStar.