Entrepreneur recently released an article about the emotional connection individuals make to brands, pointing out that, often, it is not the product that interests customers, but a trusted brand that keeps them coming back.
In the article, author Gary J. Nix notes four components that help customers make that connection -- integrity, reputation, trust, and relationships. Indeed, it is the consistent actions of a brand over time -- and of those who represent it -- that will help you make positive connections and grow within your community.
It is important, then, to make sure that all of your interactions -- whether in-person, over the phone, or digital -- are authentic to you and your brand. Determining the mission, principles, and values of your organization from the start will help your brand speak from the heart, making it easier to establish the consistency and integrity that, over time, leads to lasting client and partner relationships.
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