Whiplash Team, May 19th 2023
9 Steps to Build a Human-Centric and Customer-Centric Brand
In today’s competitive business landscape, building a brand that resonates with customers on a human level is crucial. By adopting a human-centric and customer-centric approach, brands can cultivate strong emotional connections and deliver exceptional experiences.
In our previous post, we addressed the differences between a human-centric brand and a customer-centric brand. Although both have similarities, the major difference lies in their focus: the former centres around humans as individuals, while the latter focuses on customers.
In the current context of an interconnected world, where user/consumer/customer expectations are continuously rising in relation to the products and services offered by brands, as well as their behaviour in the environments they operate in, a combined approach is necessary.
Consumers are seeking brands that prioritize their needs, desires, and values while delivering high-quality products and services, along with exceptional customer experiences.
Here we outline step-by-step some key strategies to help businesses build a brand that puts both the human element and customer needs at the forefront.
Step 1: Define your brand’s purpose:
Begin by clarifying your brand’s purpose, which goes beyond selling products or services. Identify the core values and mission that drive your brand. Define what you stand for, the positive change you aim to bring, and the impact you want to make on people’s lives. This purpose will serve as the foundation for your brand’s human-centric approach.
Step 2: Understand your target audience:
To be customer-centric, it’s essential to have a deep understanding of your target audience. Conduct market research, collect customer feedback, and create buyer personas to gain insights into their demographics, preferences, and pain points. This knowledge will help tailor your brand’s messaging and experiences to their specific needs.
Step 3: Craft a compelling brand story:
Humans connect with stories, so craft a brand narrative that resonates with your audience. Develop a compelling story that highlights your brand’s purpose, values, and the emotional benefits it brings to customers. Ensure consistency in your storytelling across all touchpoints, including your website, social media, and marketing campaigns.
Step 4: Foster strong brand values:
Build a set of values that align with your brand’s purpose and resonate with your target audience. These values should guide your internal culture, employee behaviour, and decision-making processes. When customers see that your brand lives up to its values, they are more likely to trust and engage with it.
Step 5: Provide exceptional customer experiences:
Customer-centricity is all about putting the customer at the centre of every interaction. Map out the customer journey and identify pain points and opportunities for improvement. Implement strategies to enhance customer experiences at every touchpoint, from the first point of contact to after-sales support. Focus on personalization, active listening, and timely responsiveness to create memorable interactions.
Step 6: Embrace transparency and authenticity:
In the age of social media, transparency and authenticity are paramount. Be open and honest with your customers about your brand’s values, practices, and challenges. Share your successes and failures and demonstrate a commitment to continuous improvement. By building trust and credibility, you can foster long-term relationships with your customers.
Step 7: Cultivate a community:
Building a human-centric brand means creating a sense of community and belonging. Encourage customer engagement and foster connections among your customers. Utilize social media platforms, forums, and events to facilitate conversations, encourage user-generated content, and provide opportunities for customers to interact with each other and your brand.
Step 8: Seek customer feedback and act on it:
Regularly collect feedback from your customers to understand their evolving needs and expectations. Utilize surveys, focus groups, and social listening tools to gather insights. Actively respond to feedback, address concerns, and implement necessary changes based on customer input. This demonstrates your commitment to improving their experience and building loyalty.
Step 9: Measure and iterate:
Continuously measure and analyse key performance indicators (KPIs) to evaluate the effectiveness of your human-centric and customer-centric strategies. Monitor metrics such as customer satisfaction, retention rates, referral rates, and social media engagement. Use these insights to refine your approach, iterate on your strategies, and ensure ongoing brand alignment with customer needs.
An ongoing effort
Building a human-centric and customer-centric brand requires a deliberate and consistent effort. By defining your purpose, understanding your target audience, crafting compelling stories, delivering exceptional experiences, and fostering transparency and authenticity, you can cultivate a brand that truly resonates with customers. Stay committed to continuous improvement, seek feedback, and adapt your strategies based on customer insights to build lasting relationships and drive long-term success.
