Why what you have in common with your customers, matters.

When I think of who my ideal customers are, I think of lots of things other than just what industry they are in or the niche Hart Direction serves. Don’t get me wrong – those are very important too. But it is also important to attract clients who you want to work with and who are attracted to your vibe. That emotional feeling that resonates with your prospects and customers, is your brand.

So, what I am saying is that you want to make sure you feel your values align authentically like you shouldn’t have to try hard to like this person, and it seems natural. You want to find customers who share a similar mindset and common values. 

Wait, this all sounds like a relationship. 

That’s because it is. And we all know that finding any compatible relationship can be hard, and even harder to keep it healthy. That is why you have to work hard and live your true values every day, including everyone in your organization.

I take relationships very seriously. I am a lover, not a fighter. It doesn’t mean I am a pushover and don’t speak my mind. I think I am a really good communicator, and like to get things out in the open. I don’t wait when there is an issue to talk about, I address it face-on to quickly find a solution. Is this easy? No, not always. But our number one core value focuses on honesty and integrity here at Hart Direction, and that is: Always do the right thing.

What are core values?

Your company’s values are a guiding set of principles that define your existence and guide your organization. I think of core values as your brand’s code of honour that makes up the culture of the company and the beliefs you truly and authentically live by. 

When I talk about having things in common with your customers, what it really means is that you share common core values. How do you go about doing this?

Here are three ways to achieve this connection.

1.     Transparent Communication: 

Communicate your core values clearly and transparently to your customers. Use your marketing materials, website, and social media channels to express what your brand stands for. Highlight your commitment to ethical business practices, sustainability, diversity, or any other core values that are important to your organization. By openly sharing your values, you attract customers who share similar beliefs and principles.

2.     Customer-Centricity: 

Make your core values align with the needs and desires of your customers. 

Show them that you genuinely care about their well-being and satisfaction. For example, if one of your core values is environmental sustainability, offer eco-friendly products and services that resonate with environmentally-conscious customers. This demonstrates that your values are not just lip service but are integrated into your offerings, making it easier for customers to connect with your brand.

3.     Community Engagement: 

Act on your core values by engaging with the community and addressing social or environmental issues that align with your beliefs. This can include sponsoring local events, participating in charity initiatives, or volunteering. By doing so, you show your customers that you’re not only interested in profit but also in making a positive impact on society. Encourage your customers to join these initiatives, which can strengthen the bond between your brand and your customer base.

So why does this matter?

What you have in common with your customers matters deeply. It’s like building a friendship with them. These commonalities create a sense of relatability, trust, and shared experiences. They form the basis of effective communication, allowing you to speak a language your customers understand. By understanding each other, you can engage, satisfy, and genuinely connect. This connection fosters loyalty, as your brand becomes more than just a business – it becomes a trusted companion on their journey. So, what you have in common is the heart of a strong and enduring relationship between your customers and your brand.