When people think about building a successful brand, they often focus on the big things. A compelling vision. A strong marketing strategy. An exceptional product or service. A talented team. Those things certainly matter.
Memorable brands, in fact, incorporate those bigger components into their success strategy. Yet, they also know that their connection to their market and their subsequent success is often built through much smaller moments – whispers of movement and simple gestures that make a significant impact. Big things happen through a series of small movements.
Over the last decade, research has shown that a healthy majority of customers are more apt to recommend a brand to friends and family if they feel an emotional connection to it. They also tend to spend twice as much as less connected consumers and to forgive missteps by the brand. Additional studies consider the difference between understanding your market and building an emotional connection with the people who make up your customer base. All of it points back to a core guiding principle: emotional connections, rooted in relationships, built with small gestures.
Maya Angelou said it best, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Small gestures like a thoughtful thank-you gift or welcome package, a handwritten note, a surprise token around a birthday, and other small moments make your clients feel seen and appreciated. They make a big impact.
When was the last time you went to your mailbox and pulled a handwritten letter or card out in between the slick printed marketing pieces and bills? Handwritten notes have become increasingly rare – which makes them more intensely personal and valued.
Imagine opening a box of items you just ordered online and finding a postcard with a note from the small business owner who sent it. Imagine if that note was written with ink in their own hand that references something specific and unique to your order. “Thank you for your order. The blue hues in this mug make it one of my favorites and I’m glad you like it too!”
What if the new business coach you met followed up a free initial consult with a handwritten note that thanked you for your time and a bit of encouragement related to something you discussed? In both scenarios, you would most likely feel seen and appreciated. It’s a small gesture that builds up a connection and relationship between your business and this customer.
Not every small gesture attends every purchase or interaction. Intentional gestures aren’t routine. Think back to that mug. Imagine it’s a piece you purchased from an artist who crafted it by hand. In the carefully packaged box that made sure your mug arrived safely, you also find a packet of tea bags with the artist’s hand-stamped logo on the label. The note included in your box says, “This is one of my favorite mugs. I use one like it every morning to slowly sip my favorite tea. I wanted to share the experience with you. I added a few bags of my go-to tea. Hope you enjoy it as much as I do.”
The extras should feel relevant, personal, and desired. Random vinyl stickers of your logo may not engender the same warm fuzzy feeling as a free shipping upgrade on an order that your customer indicated was a gift. The same free branded pen may not excite the small business owner that has been working with you for accounting services for the last few years. However, an occasional note with information about new research on best practices or an FAQ explaining changes to the tax code that impact their business would be appreciated.
Sometimes things happen that are out of our control. Shipping delays may be caused by a third party, but that doesn’t mean you can’t address it with the customer. Don’t wait for your customer to reach out to you trying to track down the order they expected to arrive days earlier. If you’re aware of generalized delays or the potential for them, send an email to those that could be impacted. You may not be able to resolve the issue – after all, you can’t change weather patterns, staffing, and other issues impacting shipping schedules. You can, however, acknowledge the inconvenience.
Other times a customer is going to reach out with a concern or complaint. Don’t delay acknowledging their concerns. You may not have an immediate solution to resolve their concern, and that’s okay. Acknowledge their message, restate their concern, and give them an approximate timeline when you’ll be back in touch with a solution.
Authenticity is as important as creating emotional connections and relationships with your customers. The things your company does and the way they do them must be authentic to your brand. They need to be intentional actions. Creating a routine of small nods is just another big strategic move.
Meaningful gestures are intentional. They feel natural and connected to who you are as a company. Your actions and your words should align. Your corporate values and mission should be reflected. The small gestures shouldn’t feel forced and out of step with the rest of your brand identity. Keep it real. Keep it aligned.
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