How to cultivate a customer-centric approach to brand building – News Couple

How to cultivate a customer-centric approach to brand building

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Over the weekend, I listened to my fiancé as he complained and deleted over 100 emails from his promotions folder — all of which he’s received in the past 48 hours.

As a marketer and business owner, I’ve become somewhat insensitive about this. I do not consider it unnatural to receive email marketing, even in staggering quantities. On the other hand, my fiancé is a regular consumer and was, at best, a complete naysayer.

Most brands take a self-centered approach to communicating with customers, believing that more and more sound will reduce noise (and attract consumer attention), when in fact it only contributes to it. It’s hard to swallow as a business owner looking to make a difference and connect more deeply with more people, but consider this: The average person is estimated to encounter 6,000 to 10,000 advertisements per day.

Think of a major brand you know and love. I’d be willing to bet that you just don’t like the product they’re selling. You also feel that the product matches your identity. Loving the product allows you to lean on other things you also love. Buying this product (and using it) makes you more. It represents something you believe in – and most likely, what status or group of people you want to belong to.

Here’s the thing about attracting brands: they don’t just sell a solution to a problem. They are effective in creating a culture and engaging the community that drives that culture. Their brand is not only spread across their website. It is a living experience that consumers feel a part of.

There’s more than one way to make your message sound real to many – and contributing to the hype through (what we’ve come to know) traditional marketing tactics is becoming a less effective way to do it.

There is a shift towards consumer-centric experiences

Traditional models of marketing and customer acquisition have historically relied on a top-down model that requires your power-driven presence. It tends to adhere to industry standards and is focused on capturing the existing market. It begins with an external goal, and you direct your efforts to reach that goal to influence individuals. Top-down marketing can be shiny and exciting – and it’s probably the easiest and fastest way to grow.

Upward business growth is slow building. It often happens long before you see it. It is built on a belief system that becomes a concept, and then develops into a culture. When this culture is effectively advocated, it can register the community. It grows through engagement – both in terms of depth (loyalty, returning customers and referrals) and breadth (attracting more people who share the same beliefs as you).

When done successfully, it creates a brand that is bold enough to support your business through the evolution and changes in the industrial landscape. Rather than focusing on being louder, being everywhere, or being everywhere, bottom-up business growth challenges the status quo and targets a smaller, more palatable customer base – and puts them at the heart of the brand experience.

We as leaders need to stop giving more value to being less accessible, and instead embrace outreach and consumer engagement. A consumer-centric experience is felt, and that feeling has to be generated.

Cut through the noise

The world is familiar and comfortable with companies that take a top-down approach. Top-down tactics are easily adopted – and usually quick, inexpensive and low-risk.

So, if this model is consuming consumers, why should you consider doing it differently?

Think of someone like me: You’ve become sensitive to most sales efforts. Consumers like me (and you) are used to this style of communication. Most of the content we consume doesn’t resonate, force, or grab our attention — let alone work.

As we become more digitally connected, we often invest less in the companies we interact with and buy from.

To become an emotional investor and connected to our consumers, we must shift gears to a less stereotypical, or one-to-many, approach to business building and experience-oriented effort.

Related Topics: Brand Strategies That Create Customers That Spend 300% More

call for better

Modern business calls for the best. Better understanding of our customers and their needs. Better consider their daily experiences. Better communication based on values ​​and beliefs.

This seems impressive and useful. So you might be wondering, What interest? Why is this not the norm?

This methodology and practice require leadership from the brand. It takes you to stand up for something and invite people to be a part of it.

What do these brands have in common?

  • They are creating a counterculture that sets a new standard.

  • They do not see themselves as competitors of others in their space, because they see themselves as creating their own category.

  • They define success differently, and by defining them, they enable others to not only subscribe to the new standard, but also champion it.

What can brands that take a leadership approach to build their businesses?

  • A brand that is instantly recognizable, not only within their community, but also by “outsiders”.

  • A loyal society considers them not the first choice, but the only one.

  • Repeat business and referrals, as a result.

Related Topics: How to Improve Your Brand

Strategies for building and leading a customer-centric business

  • Shift from ‘I’ to ‘We’ – Abandon the hegemonic approach to leadership, and embrace being accessible to your community and consumers.

  • Lead with empathy, not seduction. Take a human-centered approach to the way you build your brand and the interactions you have.

  • Call people instead of calling people out. Create an affiliation and a brand that makes people feel more of themselves, and a greater part of something greater than themselves.

  • Rather than solving a problem or putting out a fire, think about how to make people feel heard at every turn of the customer journey.


It’s time for a different approach to business building and entrepreneurship. One drives a movement, not just hard-hitting letters. One that leads with empathy and emotional intelligence.

It’s not about making the most noise, it’s about getting the right customers, making ourselves accessible to those around us, switching from building an “I” brand to an “us”, and ultimately seeing our communities as a verb rather than a noun.

Related Topics: Why is branding more relevant to businesses today?

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