Put a Little Love in Your Brand
by Rebekah Rhys
All you need is love! That popular refrain, now that it’s stuck in your head, is truer today than it ever has been. While digital communication has increased available connection points, those points can become shallow if they’re not punctuated by real-life, genuine interactions between customers and companies.
Despite many differences between customers, I believe everyone, despite their natural cynicism and skepticism as a consumer, can tell when a company or individual is being genuine. Think of the last time you’ve gotten great customer service while purchasing your latte. Chances are, most baristas have probably offered you competent service, but perhaps a particular barista went above and beyond and gave you a little extra attention, or remembered your name. Most likely you also remember that interaction because of how you felt after the interaction. (Pssst…that’s the love!) Most certainly that barista has become your favorite latte-making human. (An extra pump of vanilla probably didn’t hurt either.)
Here’s a personal example to underscore the point. I am a bit of a ‘granola’ kind of gal, and I pay attention to the food I eat and the chemicals I use in my home and personal care products. I recently bought a new kind of ‘natural’ deodorant, ordered it online, and thought I had made it through the purchase process fairly simply, when I received a thank-you email. Here is the text:
It was just another mundane day at our office when suddenly, Jackie took a look at the computer and her eyes widened. “We did it,” she exclaimed! “We got an order from Rebekah Rhys!”
Laura jumped out of her chair and ran to Jackie’s desk. She didn’t even read the entire email – she just saw “Rebekah” and started screaming in delight! “O.M.G.” Laura shouted. “This is real! We have an order from Rebekah!”
The entire office erupted in applause. “Party In the USA” blared from the speakers (Jackie’s a huge Miley Cyrus fan) as confetti rained down from the ceiling and champagne bottles were popped.
The entire Native team is thrilled you’re a customer! Thank you so much for your support and for giving us a reason to cheer on another champion of health!
As soon as we’re done exchanging high-fives, we’ll send you tracking information so you can track your package. If you have any questions or concerns, please reach out to us…
As you can imagine, what began as a mundane purchase for a personal care product suddenly became magical. There was something so refreshing (no pun intended) about this unique approach to a thank-you email. And I felt the love.
This email was simple, and cost the same amount to send as your generic ‘your order has been shipped’ email. And this company has my business for life. (Bonus: it happens to be a really great product too!)
People crave love. The best brands are the brands that love their customers the biggest, the hardest and the best. And while we often discuss the best marketing tactics, methods, metrics and media on this blog, if there isn’t an authentic heartbeat underlying your brand, your brand may flatline.
So how does your brand love your customers? What are the ways you make your customer feel valued? This world has plenty of transactional opportunities, but what you do after the transaction is what will make all the difference.