In this increasingly competitive market, businesses have to connect with their customers on a deeper level in order to stand out from the rest. In order to do so, companies must take a new perspective and create a brand that is customer-centric. Not sure where to start? Begin by creating or revising your mission statement. At the heart of any good brand identity is a strong mission statement that supports the company brand like a backbone. In 5 easy steps, your company can create a compelling mission statement that drives your brand and speaks to your customer. To do this, you must identify:
- Who you are.
- What you do.
- Who you do it for.
- What those people want and need.
- How they change as a result.
Notice that only two of the five listed items is about your company. The others are about your customers, which forces you to be outward facing – otherwise known as customer-centric. Let’s go through an example so you can see how powerful this type of perspective is. Example:
- Who you are: Toys R Us
- What you do: Sell a variety of toys for children of all ages.
- Who you do it for: Children.
- What those people want and need: To learn, and express themselves through play – both independently and with others.
- How they change as a result: They grow and develop intellectually as well as socially by establishing relationships through play and using their imagination to create false scenarios when they are left to play alone. (source)
So the mission statement in this scenario could be “Our mission is to provide children with toys that help them grow and develop intellectually as well as socially.”
Not only is this mission statement impactful, but it also initiates the conversation by enticing the listener to ask “how do the toys you sell do that?” to which you respond with “by allowing children to establish relationships through group play and using their imaginations to create false scenarios (or “make-believe”) when playing alone.”
From that point, you’re able to build a more organic relationship that’s built upon something more emotionally substantial than “our mission is to provide popular toys at a competitive price.” Once your brand establishes that emotional connection, a bond is formed. This type of bond is typically referred to as customer loyalty or evangelism – and it can lead to increased profits for your business through repeat business and customer referrals. So what are you waiting for? Complete the 5 easy steps today and start building more meaningful (and profitable) relationships with your customers.