Now more than ever, we are bombarded by messages: an overflowing inbox, texts, Facebook ads, blog posts, podcasts and more. There is a never-ending assault on our attention and more content available then we could ever consume in a hundred lifetimes. And in the midst of a still-raging pandemic, our digital space is louder and more crowded than ever.
Consumers are tuning out and are more jaded by brands touting their wares than ever before.
So how do you stand out? How do you ensure that the people who are meant to work with and buy from you will find you?
While there are plenty of online marketers who would love to sell you their newest course on becoming Instagram famous and getting 10,000 new followers in a month, I would argue that the key to a compelling and adored brand and building a loyal following over time is empathy.
In fact, the powerful combination of empathy and kindness coupled with skillful communication is the not-so-secret secret to brand success. In 2021 and beyond, the most human brands will win.
New Zealand Prime Minister, Jacinda Ardern, recently secured a historic election victory, winning the highest percentage of the vote in more than five decades, claiming 64 seats in parliament. Ardern is known for her refreshingly warm and straightforward style, and she speaks with clarity and directness, whether referring to foreign policy issues or her two-year-old daughter, Neve.
Pictures of Prime Minister Ardern embracing and consoling Muslim men and women after the Christchurch shooting in 2019 flooded newspapers and television screens around the world. There was much talk about her compassionate poise, empathy and kindness – a stark departure from the often robotic and scripted responses we see from many politicians.
She has taken to social media – particularly Facebook Lives – sharing comments about naptime, along with details about unemployment, poverty and state business. She deftly blends the personal and the professional, giving us a behind-the-scenes window into her busy life as a mother and a leader.
Her innate understanding and reverence for empathy served her well when the pandemic hit, as she had already developed a secure relationship with her constituents. Because of her swift and severe measures and the public’s trust in her, the country has nearly stamped out the virus and is hailed around the world for their efficiency.
Because of PM Ardern’s willingness to show emotion, her ability to be both vulnerable and strong and share very real, personal moments alongside her professional responsibilities, she has earned likeability, credibility and trust with New Zealand’s voters – the people that matter most to her brand.
Consumers today have a million choices to make when it comes to the products they buy and the people they choose to work with. When you continue to provide value and put yourself in your clients’ shoes, when you show them how much you care and you show up for them over and over again, you are building your rock-solid brand foundation.
When you lead with empathy and take the time to really understand your customers and how you can best serve them, you create fans for life.
[…] customers? How do you make sure that you are seen and heard, and most importantly, that you make an emotional connection with […]