Your customers are everything. They are what makes or breaks your business.

This is why understanding what they value and what causes they support is so important. Because this allows you to connect with them on a personal level and show them that you care and share in what they believe to be important.

Plus, having happy customers brings you one step closer to being a successful business!

But how exactly do you do that?

We all know there are a lot of things that can be done to keep customers happy, they include;

Replying quickly, engaging in conversation and answering questions on your social media channels.Keeping them in the loop with updates, projects and deals – always letting them know how you can help them. And inviting them to collaborate with you on content through surveys and livestream chats

The above are essentially the baseline for a good business alongside an awesome product or service.

But how do we push past this realm of good customer service and into the beyond where we can truly speak to the heart of our customers?

Well, you can do this by:

1. Articulating your brand purpose
2. Making your values clear
3. Defining your impact model

Of course, we want to also emotionally engage them, after all the goal is to touch their hearts. And we know that we can achieve this by doing many things, for example;

Being empathetic, showing you care, letting them know that you’re fighting the same fight and gunning for the same purpose.

But if you want to delve deeper into the three points above and learn how to truly connect, then read on!

1. Articulate your brand purpose

Having a brand purpose is so important because it isn’t just the reason why you do your work. It’s so much more than that.

A brand purpose is usually a statement that shows how a company intends to change the world for the better. It helps to unite customers and culture alongside the brand in the pursuit of the same intention.

A great example would be Patagonia’s purpose “We’re in business to save our home planet.” This instantly tells us that their purpose is to help the planet and protect it. The first glance tells us that they care about the environment and their brand strives to make a difference in that realm.

This instantly attracts like-minded customers who champion the same purpose. It makes them want to join Patagonia, support them and be a part of what they do because of that affinity that they have with saving the planet.

This is why articulating your purpose is so important, because whatever it is, it has the power to touch the hearts of prospective customers and make them want to join your tribe.

2. Make your values clear

This is  something that you must do. Your core brand values are basically what makes up your North star. It is what guides you to your company’s success.

They’re the statements that define your team, who they are and why they do what they do. They form your brand personality and identity, differentiating your company from competitors. And most importantly, making you memorable and stand out to like-minded customers.

They help shape the culture and community of your brand and ensure that your team connects with one another in a meaningful way and having that connection extend to your customers.

If you’re a little stuck, feel free to take a look at ours! Each of our team members embodies these values and makes them a part of everything we do.

3. Define your impact model

In this day and age, an impact model is absolutely paramount to connecting with the heart of customers.

But what is an impact model?

To try and sum it up, it is essentially your purpose merged with your business model with a focus on creating impact. To quote our founder Luke; “It’s the way your business intentionally brings purpose to life to create positive impact.”

If you want to learn more about impact models and why your business needs one. Check out this post we wrote a few weeks back that covers all the details!

There we have it! Three steps that help you better connect to your customers! If you want to go even deeper and really make customers fall in love with your brand, then tune in next week for our post on some must-haves for a brand story to create sustained and positive impact!