In a world where individuality often competes with collectivism, the idea of something being “focused on you” emerges as a powerful concept. The idea encapsulates the importance of focusing on the individual. Understanding and implementing this idea can have a huge impact on transforming how brands go to market.
At its core, the idea of focusing marketing around an individual acknowledges their worth and significance. When people feel recognized and valued, it elevates their self-esteem and confidence. Just imagine how that applies to a brand’s marketing strategies. By ensuring that interactions are focused around the individual, room for error is minimalized and trust is built. Businesses that adopt a “focused on you” approach often see higher levels of engagement and satisfaction. When individuals are placed at the center of any activity or decision-making process, their engagement and commitment naturally increase. As a result, customers feel valued when their concerns and preferences are prioritized, resulting in a strong brand and leading to greater brand loyalty and positive word-of-mouth.
Consumers are more likely to respond positively to messages and offers that resonate with their personal experiences and needs. By centering actions, decisions, and communications around the individual, trust is cultivated and reinforced. People are more likely to trust brands who consistently demonstrate that they value and respect their perspectives and needs.
In fact, a recent Salesforce survey found that 73% of customers say one extraordinary experience not only enhances their respect for the company that they’re engaged with, but, raises their expectations of other companies.
A great example of a brand focused on its customers is Keurig Canada. Keurig wanted a platform that continuously engaged with their target consumers, so they built a culture of consumer-driven decision making. Their “Coffee Insiders” initiative uncovers valuable insights from over 8,000 coffee enthusiasts. In the end, it’s a win-win. Not only is Keurig involving and engaging coffee fans, they are uncovering a deeper understanding of what their customers want and the potential to identify new opportunities.
“The Coffee Insiders community has allowed us to reduce risk in the marketplace and decrease our time to market. Highly innovative projects are vetted by consumers. It allows us to prioritize projects and cater to the more relevant innovations.”
– Eileen Chen, Consumer Insights Analyst, Keurig Canada
So, what’s the lesson to be learned from Keurig? Engaging and recognizing the value of your customers leads to brand relevancy and success.
Word of advice, for what it’s worth. Take notice. Focus on your customer, Make it about them. And if that’s not happening, hit the escape button and reset.
