For the past few weeks I have been working with a client on an e-commerce start-up. It has been an interesting assignment, helping install the back office systems and developing a social media strategy. The fledgling web site is up and functioning but seems a bit sterile to me. It lacks the necessary excitement and call to action to ensure its success. It needs to make an emotional connection with the customer. In discussing this issue with the owner I was reminded of The Banana Republic catalog in its early years.
When I first became acquainted with The Banana Republic it was via their catalog in 1982. The company had only been in business for about four years at that time. I was living in Toledo Ohio and they had yet to build a store in the area. Mel and Pat Ziegler had crafted a catalog that read like a travel diary. Having both worked in newspapers they knew the importance of telling a good story. As the Zieglers wrote in their book Wild Company, “we were looking for a third world adventure theme with vintage army surplus clothing which represented character, charisma, and class. “ They had a vision for the company that would convey adventure, heritage, and independence. At that time the theme was a about military surplus clothing suitable to politically unstable tropical countries, i.e. Banana Republics. I was hooked. I can remember how I would read and re-read their catalog like a novel by a favorite author. They had me. The emotional connection was made. Thirty years on, I can no longer relate to The Banana Republic, but there was a time when their clothing fit my style. I am sure that you can think of one or more similar stories about your favorite brand.
Successful brands are all about building connections with customers and clients that will ensure a long lasting relationship. In our careers we look for customers who share our values and philosophy, people who need our services and enjoy working with us. Clients who give us clear and honest feedback, especially when it is negative, are golden. We strive to build relationships with people who will spread the word about our value proposition. When a problem arises, as will happen, our clients should know that we will take responsibility to find a viable resolution. This confidence builds bonds of trust. So, there are fundamentally two things we must do to establish that emotional connection. The first is to communicate our vision, philosophy, and values. Second, we must deliver on our promise. Talk the talk and walk the walk, so to speak.
Each of us is on our own adventure in life. Starting a new business or changing jobs ranks right up there. Sharing your vision in a way that will make an emotional connection with customers and potential employers is still a wise strategy. Clue them into your journey and make them a part of your adventure. Share your passion for what you do. Make them believe that they can count on you when times are tough. Demonstrate by example how you have built trust on other assignments. Above all, when the deal is done, ensure that you follow through on the commitment you made. Deliver on the promise to ensure the bond is solid.
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Jim Weber, President
New Century Dynamics Executive Search
www.newcenturydynamics.com