Dave Alsobrooks
Human Made
Apologies, but I could not line up a Pharrell or NIGO sighting for this post, even with that title. But speaking of commerce, do people buy products and services by chance? Overwhelming evidence suggests they do not. According to a study, 73 percent of consumers stated a preference for buying from a brand they love. Furthermore, they are willing to pay more for it.
Although buying something alone doesn't indicate a connection with a brand, it is likely that customers are more inclined to purchase from a company they feel connected to.
The relationships people have with brands are not significantly different from the connections they have with other people. Customers are fully capable of forming emotional connections to brands, and the stronger these bonds are, the longer and more fiercely they remain loyal.
Humans are naturally inclined to seek connection and belonging. This need to build and sustain relationships, whether within a family, team, or group, is universal. In today's virtual world, the desire for genuine interactions and emotional support is stronger than ever. In simple terms we don't just want to belong, we crave real connection.
To effectively connect with customers on a deeper level, brands should prioritize human-centric design in their experience, aesthetic, and messaging.
Genuine human connections are crucial for maintaining organizational health within companies. Employees should be every owner’s or leader’s first customers. Living organizational values and promoting diversity, equity, inclusion, and access (DEIA) is simply the smart thing to do, but it is also the right thing to do.
I was recently listening to the incredibly awesome and enlightening The Midnight Miracle podcast where Yasiin Bey discussed his father's perspective on elevated individuals being ones who can fend for themselves without taking from others. He shared a story about a "civilized" man who visited a remote island where a native man lived, untouched by society. The native man instinctively knew how to interact harmoniously with his visitor because he possessed core human values that prioritize cooperation over conflict. If brands or companies want to be members of society, we should strive to be respectful, personable, and honest with everyone whether they are customers, employees, or strangers. It's not a particularly difficult task, but it does require a conscious choice.
The tangible benefits of building strong human connections can include a sense of purpose, a feeling of belonging, greater self-esteem, happiness, and satisfaction. Deep down, everyone wants to either experience these feelings or inspire them in others. Forming and sustaining these connections whether in one’s marketing or interpersonal relations is the key to flourishing.
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Bound creates connection through surfacing truths and building connection. A free 30-minute consultation provides everything we need to know to put together a plan for articulating your story in a way that is true to you and the promises you wish to make and keep with others. The ones that will help you forge deep relationships that serve the long term health of your endeavor.