Why Building a People-First Brand Is the Path to Success

Whether you offer an innovative product or an outstanding service, people should be at the heart of what you do.

A Case for People-First

E.F Schumacher, an economist, once said,

“An entirely new system of thought is needed, a system based on attention to people, and not primarily attention to goods…”

During Schumacher’s time, branding was more about products and profitability and less about human care and connection. The result of this company-focused approach created an era that Schumacher voiced as dehumanizing. Up until the last ten years, branding focused predominantly on creating recognition, being unique, and appearing attractive enough that people wanted to buy what you had to offer.

But today, we are facing an exciting time in which branding has become about people and the human spirit.

Audiences today are inundated with a plethora of brands and choices. While being unique can have its advantages, it is no longer enough and simply not the only quality your audience is looking for. Audiences are looking for a connection. They are not just looking for different but are taking the time to research and choose organizations that align with their values. They are looking to see what companies stand for. They want the companies they support to say something about who they are as a person. Ultimately, they are looking for companies with a soul.

In our research, we found that a whopping

“89% of customers are loyal to brands that share their values.”  

Fundera

So, how can you create a brand that fosters connection and puts people first?

Achieving a People-First Approach

We believe building a brand that fosters connection starts with your company’s soul.

A soul /sōl/, can be defined as “an emotional energy” or “the essence or embodiment of a specified quality.”

Therefore, we believe the soul of your company is its entire essence, which then ignites an emotional response. It is comprised of your company’s story, your “why,” your values, and what you stand for.

Every company has a story of how it began and evolved and WHY it’s needed in the world. Getting clear on your WHY and values is a vital foundational step.  To narrow down your company’s essence you can ask yourself questions such as

• Why did I start this company? Why this industry?
• What are our top 3-5 values of our company? What are our non-negotiables?
• If our company ceased to exist, what kind of legacy would we want to leave? What impact did it make?
• What is my company’s purpose that transcends revenue?
• How do our services or products change the lives of our customers and all who encounter what we offer?

In Conclusion

In this information-rich, choices-galore era, audiences are looking for more than products and services that are unique or different. Audiences are looking for brands with depth and brands they can connect with.

As a conscientious organization, you can truly benefit by taking the steps to get crystal clear on your company’s why and your company’s values, which will help you discover the soul of your company and brand. It will allow your company to focus on how you can serve your audience so it will truly benefit them, and they will, in turn, become a loyal customer, which is the ultimate win-win. Just as people connect and form relationships with others who have a soul and values they admire, people also connect to brands that have a soul they can jive with.

Cheers to creating people-first brands that shine and jive with your audience!