How to connect the consumer with your brand

Empathy: the action of understanding, being sensitive, and vicariously experiencing the feelings, thoughts, and experiences of another.

Brands exist in that mystical, magnetic force between customer and brand.

To be truly customer-centric, we must understand who our customers are, the challenges they're facing, and what motivates them to act.


Use these elements to form a persona to better relate to your audiences.

1. Description: Demographic and psychographic details of the person

2. Motivations and needs: What drives her/him? What's important to her/him? What role will your brand play in her/his life.

3. Pain points/frustrations: In the context of your brand, what problems does the consumer have that need solving" How is her/his life made better by interacting with your brand?

Empathy is a superpower. And it comes with great responsibility.

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