“Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.”
— Richard Branson
If you want people to connect with your brand, be authentic. That means be real. Show your flaws. Speak the way you speak. Take a stand for something which means you take a stand against something. People need to feel that they share values with your company. Feeling a sense of shared values allows people to connect with you.
In order the share values with some people you have to turn others away. You can not share values with everyone and expect to create a strong brand.
The more you craft your brand around your customers lives the more they will feel that you get them. The more you get them, the more they get you. That’s a good situation for both of you.
Your customers want you to demonstrate that you know why they are buying from you. They want to know that you understand how your products shape their lives and the stories they tell themselves.
The best way to create a brand that connects with customers is to be yourself. Your best customers will connect with you. These people will get your brand. They will sense you are being real and authentic with them.
Is your brand portraying an idealized unreal image? If so it’s time to get real and rebrand your company. Get real with yourself so you can be real with your customers.