April 8


Brand Relevance

When was the last time you said, “I love this brand” and didn’t have an outstanding customer experience?

I believe in three things:
Brand experiences are reflections of the brand’s values.
Brands connect with consumers because they share values.
Brand experiences are built by humans who make decisions every day that either support or do not support brand values.

And that is how brands win and lose.  People matter.  They really matter!

A brand is made up of humans who make executional decisions every day.  As a result, employee morale really matters.  Because it’s a reflection of the relationship you create with your customers.

Employees are the heart of the brand that shows up in the brand experience every day.

A brand is built on the many touchpoints a customer experiences over time:
1. Is the experience consistent?
2. Is the brand message relevant for me?
3. Does the brand engage me with value-added messaging?
4. Does the brand really understand me?
5. Is this brand easy to understand?

All five are questions consumers ask when determining customer satisfaction.  If the humans behind the brands share values, it will show up in the customer experience and reflect in ratings, reviews, user-generated content, and testimonials that will create trust and loyalty.

Great brands start from within.  And evolve with customers to stay relevant.

Drop a ❤️ if you agree

Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.

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