A brand without a community isn’t a business. A brand is a promise; the crystallization of a movement, a lifestyle, or a state of mind. That said, every brand has a responsibility to it’s community. To empower and inspire others to express themselves in an authentic way, one that speaks to who they really are.
Apple is all about being different, standing out, being innovative and forward-thinking. Nike encourages people all around the world to get in shape and be the best athletes they can be. The primary function of any brand, business, or professional is to serve.
Empowering your customers may sound like some farfetched, grandiose task; it’s actually much simpler than we think. It requires listening to the members of your community, engaging them in an authentic way, sharing and exchanging ideas, thinking outside the box, being bold in our actions, actually caring about making a difference, giving people a voice or an outlet to express themselves, and creating a culture built on raising the bar and moving forward.
How are you empowering your customers?
Who do you or your brand serve?
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Photo Credit: Bill Ward (creative commons)