I’ve been working with some clients recently and found it useful for them to reframe their brand as a friend to their customers. And then that friend needs to focus on building a strong, trusted, lasting relationship with their customers.
And how do you do that?
Well, the same way you would with any friendship:
Be real
Customers, like friends, can work out when you’re being authentic. Show them what your brand truly stands for and avoid over-promising.
Listen more than you talk
Just like in any healthy relationship, active listening is key. Pay attention to customer feedback, reviews, and conversations happening around your brand.
Keep your word
Trust comes from reliability. If your brand makes a promise—whether it’s product quality or delivery time—make sure you follow through.
Be there when it matters
Great friends are there when needed. Offer strong customer service, provide helpful resources, and make customers feel valued.
Respect their space
Just as you’d respect personal space in a friendship, respect customer privacy and avoid overloading them with marketing or irrelevant messages (or showing up in the middle of a YouTube video).
Be honest
If something goes wrong, own up to it. Customers appreciate honesty, and being open and vulnerable when things don’t go to plan builds more trust.
Show empathy
Understand your customers’ needs and challenges, then tailor your products and services to meet those needs in a meaningful way.
Give it time
Like any friendship, trust with customers is built over time. Consistently deliver positive experiences, and the relationship will grow stronger.
Remember, building a brand that’s a trusted friend to your customers isn’t about grand gestures or flashy campaigns. It’s about the small, consistent actions that show you care, understand, and value your customers.
So, next time you’re thinking about your brand strategy, ask yourself: “What would a good friend do?” You might be surprised at how this simple shift in perspective can transform your customer relationships.
