What is your brand's purpose?

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The next step will be to be able to convert our purpose into meaningful content for our consumers that provides value both on a personal level (well-being, development, aspirations and desires) and social level (desire to be part of something bigger, to contribute to a better world and society).

It is about being empathetic, being able to go beyond the consumer and connect with the person behind it, understanding and responding to their worries, concerns, needs, ideals and values. Only in this way will we be able to be significant and create powerful connections.

When was the last time you spoke to the person behind your consumer (if you ever did)? What do you know about them?

And last but not least, we must know how to transfer this purpose and content to our products and services, at a more functional level, knowing how to turn them into a benefit for our consumers. Because it is not only about relating to each other and being loved, but about being preferred, chosen and bought from.

How much warmth & competence is there in your product?

Who or "Behind every great brand there is a great company"
Trust is the invisible foundation that leads us to start a relationship with a person. We know who they are, what they do, how they do it, you know their track record and you know if they are capable ("competent"). This is where, in the case of brands, reputation comes into play. And talking about reputation implies having a more holistic view of the brand, covering aspects that include ethics, social responsibility, environmental impact, innovation and quality, with special importance given to the relationship with different interest groups. A holistic view of the brand implies being aware that brands do not only relate to the consumer, but that there is a whole ecosystem of interest groups (employees, suppliers, local community, society?) with which they relate and to which they must also provide value.

Let us not forget that our reputation does not depend on us, but is in the hands of society. And the fact is that, today, whether we like it or not, the opinions of others count, and increasingly so. And it is these opinions that will shape our reputation and therefore our level of competence, credibility, truthfulness and capacity.

What role does reputation play in your brand strategy?
Are you aware of how your different stakeholders perceive you?
Do you know their needs/realities well enough to be able to provide value in your relationship?

How or the ability to make feel
How do we approach our consumers? How do we relate to them? Every all is malaysian telegram relationship is based on interactions and if we really want to get closer and connect in a more human way with our consumers, our interaction must be much more than a one-way message. We must focus on interactions that generate dialogues and conversations, that integrate our consumers, that propose collaborations, that allow co-creation and participation, generate links, awaken emotions and invite people to live and feel. We must be able to generate and propose experiences that make people feel, because deep down, people will not remember you for what you said or did, but for how you made them feel.

As a final exercise, think about the person who is closest to you emotionally and think about who they are and what they are like, everything they bring to you and how they make you feel.

Now think about your brand: What is it like? What value does it bring to your consumer? How do you relate to them? How do you make them feel every time you meet them? What role do warmth and competence play in all of this? In other words, how human is your brand?