Is Your Brand Relationship Material?

Written By:
Kelsey Anderson

Dating is tough. Especially with the influx of apps, reality shows and bad advice from people who have no idea what modern dating is actually like. Unfortunately, finding someone special is just the first step. For a lasting relationship, you have to build trust. This involves learning how to communicate and listen. If you’re not willing to do that, you’ll find yourself single and looking again.

Making that kind of lasting connection is possible —and it would serve many brands well to follow the same blueprint when it comes to their relationships with customers. Only 23% of consumers said they have a relationship with a brand, citing poor customer support and no timely messaging as reasons they broke up with them. Gaining loyalty from customers can be a lot like dating. You should be treating your customers like people you intimately care about and cultivating a relationship with them based on communication, trust, authenticity and loyalty.


For too long in marketing, communications have always been one-sided. Using direct mail, emails and social ads to showcase products does little to promote engagement from customers. In fact, reaching out in a mass marketing approach is unappealing for many consumers, with 74% of customers saying they feel frustrated when website content is not personalized. Instead, focus on an omnichannel marketing approach with personalized messaging to reach customers where they prefer.


With so many options to choose from, one bad customer experience can break trust very easily. To mitigate that, marketers can take advantage of customer intelligence technologies that promote a full view of a customer and the best way to interact with them. If done right, brands can use deep customer understanding to build a brand experience where leaving for a competitor isn’t even a thought.


Being more human in your communications will make for a more authentic relationship with your customers. Using greetings like “Dear Valued Customer” in an email doesn’t exactly make a customer feel valued. Instead, personalizing communications and encouraging engagement through interactive experiences will help customers feel that your brand is relatable and reliable. 91% of consumers said they were willing to reward a brand for its authenticity by making a purchase, investment or an endorsement.


78% of millennials say brands have to work harder to earn loyalty, but you first need to understand why they are breaking up with brands in the first place. The good news is there are strategies and tactics you can use to grow your loyalty, trust, and more.


View our on-demand webinar, “4 New Years Resolutions for Brands” to learn the importance of cultivating a human-to-human relationship that gives your customers a better interactive experience and ultimately creates lasting, profitable relationships.

View Webinar!

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