As a consumer, you may be wondering why brands care so much about your data since they hardly use them in a way that benefit you literally! As a brand, you may be wondering why consumers don't care much about your brand. As a human being, I clearly see why; there is no relationship between the two of you.
Any human relationship starts with good conversation, then it grows into a better and more trustworthy one. Brand often shows how they can do things before telling us why do we need what they have to offer. Brand often put what they want from us such as data, or what they have to offer such as technology or service solution before what we need, or our human value.
I will save another thoughts on why marketing and IT persons don't communicate so well for some other time, but for those who have some experiences with platform engagement or digital transformation in any corporations definitely understand what I mean. Regardless of what industries you are in, always put the human value first, easily said than done, however, today's article will hopefully open your mind about the possibility that it definitely can be done.
Ask the right question of what do we human wants from any relationship, and let's start there.
Earn Trust with a Clear Value of Interaction.
Brand loves to talk, consumers love to be listened to or talk to, a key missing piece here is the conversation, a genuine one which should be coming from why consumers should care about your brand to begin with. Mailchimp, a marketing automation platform company, has been having a great conversation with their customers since 2001, and the recent campaign "Big Change Starts Small," has reconfirmed us how mindful Mailchimp is.
Mailchimp is one of many great examples of a brand that really cares and what mindful brand looks like. Its purpose is all about helping the small businesses grow, supporting the underdog and really makes the real impact for everyone. Though it is in a technology and software platform business, its branding couldn't be more human than I could have asked for. This is different a great brand from a good one, it really speaks to a human!
credit: https://bigchangestartssmall.com/
"Big Change Starts Small," really nailed every details of the first four key elements of Mindful Branding and earning the brand a trust from their audiences; small businesses. Mailchimp has always given a clear value of interaction for the small businesses and that's why they have been having a real and meaningful conversation; that's why the small businesses customers do care about what Mailchimp has to say. Because Mailchimp does really care about what it creates, who it serves, and how it can do all of those better overtime. This recent launch, however, has elevated its meaningful purpose and extended to the other part of the ecosystem, the local community change makers.
1) MEANINGFUL PURPOSE: Have a meaningful purpose that resonates with small businesses by helping them marketing smarter.
2) INTERBEING: Be part of the ecosystem and be in it for a long term. The program initiatives have covered several social impact area which aim to create a better ecosystem for everyone.
3) NOWNESS over newness; focus on the current on-going needs of the local communities whom may be underserved by giving the attention they deserve. The need for community betterment is not new news, neither a trending topic, but it is the most important need for the now given the pandemic outbreak and the uncertainty it has caused.
4) DIFFERENTIATION by really doing it, and staying true to the purpose. Mailchimp's 2020 Annual Report has really walked the walk celebrating many successful cases of their customers.
Mindful branding 101: Be Meaningful by putting human before data throughout every details from product, people, process, policy, and practice. Every value of interaction matters, it creates a real trust for the brand.
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