The meaning that your customers have about you and your offering is crucial to surviving these difficult times. Branding is the management of meaning. To send off the right signals, to create the right solutions and to design the right experiences for customers to enjoy - so that they attach the right meaning to you.
With this in mind, it's so important to understand your customers. In the current Corona climate, customers are grappling with new challenges on an ever-changing basis. Their feelings about these challenges and the solutions they are seeking are an opportunity for brands to help create value for their customers. But how do you uncover the insights needed to make breakthroughs? How do we keep relevant? The answer: Ask the right questions!
Photo by Ben Collins on Unsplash
I am a huge advocate of leaders speaking directly with customers to ensure their finger is on the pulse of customer needs. Setting up one to one discussions with real customers is such a simple thing but few make time for it. I’ve been privileged to be running quite a few of these sessions at the moment on behalf of my clients and they always yield massive value.