Communicate from the heart

Customers are demanding more now from the businesses and brands they choose to buy from. For many, it is no longer simply a case of making a purchase without engaging with those who have produced it. Customers want to know about the people and the story behind the brand - and not only that, they want that story and those people to be authentic. Customers are far more savvy in today’s marketplace, they can see through a marketing or PR campaign. They will make a decision to buy based on whether the business and brand resonates with them. Customers increasingly want to make an emotional purchase decision, one that fits with their own personal values, and they are seeking out companies who can deliver to those values. One of the most powerful ways that a brand can make such a strong and authentic customer connection is when the founder speaks directly from the heart directly to that customer. Telling the brand story personally resonates at such a powerful level, and ultimately, the founder of the business is the best person to communicate it. Such an approach will result in both improved sales and greater brand connectivity.