Best Friends Forever (TV series) (Photo credit: Wikipedia)
So that I might give credit where it is due, I wish I could remember where I saw this. But the point that the blog/article/video made had a wonderful insight. (It is not from this article, but I feel I should give credit to someone.)
The thought was not to concentrate so deeply on consumer demographics, statistics, geography, clicks, or whatever. Rather, just try to turn your brand into a friend of your customer. Yes, I know “friend” is a strange word to use when talking about a business relationship with your audience. But when you think about it, the more your brand is perceived as a friend, the more successful you will be. Because a friend is someone with whom you have a history, is someone you trust, someone who is always there for you, someone who you can count on, who won’t let you down. And if a friend screws up, you trust him to make it right.
And aren’t those the kinds of attributes consumers want when they are deciding which product to purchase, the kind of attributes that can turn a product into a brand.
So whatever you can do to your packaging, your customer service, your return policy, your actual product to make it consumer friendly, the better off you will be. (Doesn’t Amazon’s “super friendly” return policy often make the difference when you are thinking of ordering something.)
Got the idea?