The Human-Centered Narrative

July 21, 2020

Welcome to our four-part blog series titled Moving Forward Mindfully. In the coming days, we will be sharing our best advice for picking your business up, dusting yourself off and moving forward with intention. At Branding Bear, we are looking ahead to a new day filled with hope and compassion for ourselves and one another. We are ready to turn the page and begin a narrative of strength and resilience.

And, we hope you’ll join us!

Empathy is a word that’s thrown around a lot these days—for many good reasons. Our world is in the midst of profound change and our human narrative has been disrupted. Empathy is the key to connecting, even when physically separated.

Dr. Brené Brown describes empathy as “feeling with people.” But this goes beyond putting yourself in someone else’s shoes. It is the act of genuinely hearing someone’s story and believing what they experienced to be true—regardless of how you see it from the outside looking in. Their perception is their reality.

But what does this have to do with your business? Well… everything!

Empathy plays a vital role in marketing today. It’s no longer enough to use logic-based marketing tactics to share who you are and what you do. That’s because buyers are seeking ethical, human-centered brands to support—but that’s not all.

Brands also have to know how to engage with their audience and forge meaningful connections. In 2017, Epsilon Research found that customers were more likely to purchase from brands that offer personalized experiences by 80%. Customers want to be seen and heard. They are looking for an experience. And, they want to support brands and businesses that genuinely care about them as human beings.

So how do you get started crafting messages and creating content in a way that demonstrates that you are one of these brands? There are three primary features of a value-driven, empathetic marketing strategy that will reach those customers who genuinely need the help that you offer. These include:

Humanizing your brand.
Connecting emotionally with your tribe.
Listening and responding with real solutions.

We will dive deeper into each of these topics over the next three days. Stay tuned for more mindful marketing insight. But if you can’t wait to start building an empathetic marketing strategy, Branding Bear is here to help. Contact us today for a free consultation!

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