According to American Express Open, “empathy” is one of the top marketing trends of 2018. Empathy is something you give. And companies that understand that will likely use branding that is appreciated and embraced. These are the brands that will connect, ultimately rising to the top in the hearts and minds of its customers.
Here is a fact to get your head around: brands without empathy towards true consumer needs, end up becoming lonely and lack customers (also known as unsuccessful).
Small business owners – are you listening?
One challenge that many small business owners have is that they don’t really understand their customers (although many think they do). To paraphrase the words of George Bernard Shaw, others might have different tastes so we shouldn’t necessarily create for others what you would have them create for you.
The definition of empathy is the ability to understand and share the feelings of another. For that matter, the most important part of branding and marketing is the ability to get inside the minds of your customers so that you can tailor your messages to their needs. If you are too close to your product or service it may be difficult to set aside what you want to say versus what your customer needs/wants to hear.
To get in the right branding frame of mind here are six habits of empathetic companies that you can consider and implement:
1 Switch on your empathetic brain.
Use your mirror neurons by putting yourself into others shoes. It’s not just what you would want, it’s realizing what others want (sound familiar?).
2 Make the imaginative leap.
Imagine yourself in their shoes, try not to make assumptions, just get it from them in their own words.
3 Practice the craft of conversation.
Listening is one of the most powerful tools that you can use in creating your brand message. What are your customers’ feelings or needs? Reflect what others have said to feel like you’ve been listened to (using their language).
4 Do your due diligence.
Find out where your customers are chatting social media about your product or service or even better your competitor. Find out what they are really saying about what they need. Use this information to craft your brand messages (value proposition, mission etc.)
5 Inspire a revolution.
Create empathic occasions that focus on solving their problem (design something that truly delivers a differentiated consumer end benefit).
6 Give Back When You Can.
A company’s philanthropic activity ultimately doesn’t go unnoticed by the media nor it’s community. Charitable giving is a great way to do “good” in your community. It also helps in gaining positive exposure to your target audience. Donations put your company’s name out there especially if connected to your company mission. It demonstrates to current and future customers/clients that your company really cares about your business and community.
And there you have it! In the words of Aristotle: “When the needs of the world cross with your talent [insert your brand’s capabilities], then that is your vocation [brand’s role].”
Lastly: Beware of these blocks to empathy:
1. Ideologies (your own belief’s about your brand) that dehumanize other’s needs.
2. Avoiding Negative Views – Ignoring what customers say is wrong with your product, service or even industry is a missed opportunity and prevents empathetic brand messages from occurring.
Keep the six habits of empathetic companies in mind every day and you will ultimately benefit from customer loyalty for years to come.
About the Author
Shakira M. Brown
Shakira M. Brown is an award-winning PR & Branding expert and Founder & CEO of SMB Strategic Media LLC (www.pradviser.net), a firm that helps small business owners get to the heart of why the customers/clients buy their goods and service helping them clarify their message via strategic brand messaging. The company helps businesses convey their competitive advantage with custom PR and content development services to help them stand out in their market. Shakira is also the founder creator of The Functional EntrepreneurTM principles and marketing consulting for America’s Small Business Development Center at The College of New Jersey.
Shakira has over 25 years of experience in public relations, television production, branding, sales/marketing, content development and website strategy. She has won over 13 industry awards in various disciplines for her work. Known as “The Small Biz Whisperer”, she is the host of Moment Masters Show Small Business Podcast available on iTunes and Google Play.
Follow Shakira Brown on Twitter and Instagram via @SmallBizWhisper