As a society, we’ve shifted our ideas about what truly brings us value, to the point where it has become a driving factor in our purchasing decisions. That being said, the majority of us search for brands that give us a good feeling and know how to connect with their audience authentically.
According to customer relationship builder Mark Morin, there are three important approaches brands use to successfully foster meaningful relationships with customers: connecting with your customers, knowing your customers, and earning their trust. Sustainable relationships between brands and people aren’t built through incentives. They’re built through consistency and respect, ensuring there is an emotional connection between the brand and its audience. It’s imperative to remember that real relationships are made by saying the right thing, at the right time, to the right audience, through the right channel.
Trust Is a Brand Asset
How a brand makes us feel is more important than what we know about a brand. Trust is formed slowly and breaks quickly. When brands chase immediacy, constant launches, relentless messaging, and endless “engagement”, they can sacrifice the very equity they’re trying to build. Sustainable relationships require patience and a willingness to think beyond the campaign calendar. Treating trust as a core asset rather than just a metric can help ensure longevity.
AI Is a Brand Asset
AI allows brands to analyze vast amounts of information and data to identify trends and predict behavior. In doing so, brands can better understand who we are and make more informed choices. AI can also help brands connect with customers more effectively by tapping into states of mind and emotions through the analysis of text, voice, images, and language. Morin suggests that trust can sometimes be stronger when supported by AI than by the brand alone, especially given the consistent challenges brands face in creating genuine trust. When trained intentionally, AI can learn what creates consistent value for customers. To read more about AI in the creative workplace, see my article Is AI in the Room With Us? The Creative Room.