As in all relationships, the relationship between a business and its customers is built on human connection. But what does this really mean?

All relationships are founded through mutual attraction and are nurtured through trust forming experiences. This is true of romantic relationships and of friendships, but is not always so obvious during the day-to-day runnings of a business brand.  

To understand how humans form relationships with a brand, we should consider how our brains work - how we make buying decisions (Specifically with regards to B2C but similar principles apply with B2B).

Our purchase decisions are based on the three basic brain functions.
- The primal brain is concerned with the need to survive,
  “am I safe?”
- The emotive brain is focused on the need for human
  relationship, “do I belong?”
- The rational brain wants rationale, facts and figures to
  answer the question, “does this make sense?”

Customers make up to 95% of their initial and ongoing purchasing decisions using their primal and emotive brains and only dedicate 5% to justify the decision that they already made based on emotion. Brands therefore have to answer the call to ‘do I belong?’ through building a sense of community / tribe within their market, and focus on delivering on their brand promise to ensure trust building interactions in order to answer the question, “am I safe?”

So how does one achieve this?


A clear brand strategy helps to build long lasting relationships between a business and its customers. It creates an emotive connection. Doing this right will present the business to potential customers in a way that excites them, drawing them in and keeping them happy with their choice. It furthermore actualises the company's business objectives in the marketplace through telling and showing potential and current customers the benefits of choosing it over its competitors.

Just like that original spark that sets the stage for all romantic and friendship relationships, customers need visuals and verbals that grab their attention.

Today, businesses have powerful tools at their disposal when it comes to marketing promotion. The digital age has brought data driven return on investment mechanisms to our fingertips which seemingly ensure that money spent on efforts will result in direct market growth. This has resulted in a bombardment of cookie cutter bland ad messages everywhere we look. We are told that if you spend 'this much' we will reach 'that many' and even, we will convert 'this amount'. What we are often not told is that in order to convert, a potential customer needs to be wowed by what they see and what they are told, and find value for themselves - more value than somewhere else. This is where creative thinking becomes a powerful asset to the business owner. Creativity is the driving force behind creating true impact, engagement and conversion.

The creativity needed is not the ability to use design software, or just to have an artistic eye, but is more specifically the ability to have a sense for what the customer wants to see, hear and experience.

Once you have gained the attention of your market, that initial spark, it is vital to follow up with emotive messages. Messages that deliver what you offer, how it benefits your customers and how you are different to your competitors through an authentic delivery that makes your market feel that you are talking directly to them.

Make them feel that they belong, that you have their best interests at heart and that you’ve got them covered in the long run. Tell your story in as many forms as possible and do this consistently. Be open with them, tell them about your initial challenges and current successes. By doing so you will create an inclusive sense within your target and current customers’ minds and emotions.

Open yourself to conversations. Social media is a great tool to do so, enabling you to directly connect with customers on an open platform thus showing your market that you are approachable and that you take the time to connect with them.

Your customers drive your business, which is why it is important to note how they interact with your brand. Don’t just reach out to them when you want their business; find ways to continuously show them that you care. Brand touch points are crucial to do so. Send them monthly updates on what is happening in your business - email newsletters works well here! Get their input through surveys and consider software integration that can, for example, thank them for their support and ask them if they have any suggestions on how to better your product or service when they make a purchase.



With this all said, the most important thing is to make good on your product or service offering. Experience is the foundation of building trust. It is the answer to the primal brain question, “am I safe?’. Brand is experienced through a promise made by your promotion activities, your product or service offering, the environment in which you offer it and the people who represent your business. Ensure that you have a firm hand on all these tangibles and the result will be long lasting positive relationships with your customers.

Word of mouth is the elixir of life for a business brand, appeal to your customers on an emotional level and build their trust - the result will be customers who love your brand, who feel like they are part of your tribe and who want to tell others all about it.


o Think like your customer - appeal to them and not
   yourself
o Stay true to who you are and what you stand for
o Create a brand strategy which supports your business
   plan
o Develop clear message pillars
o Create a visual and brand identity that excites your
   customers
o Develop brand messaging that connects on an
   emotional level
o Tell stories that engage your market
o Make sure your conversion strategy solves your
   customers pain points
o Build a brand touch point strategy  

VDSC is a strategic brand and creative agency - experienced, dedicated, results driven and we form close-knit relationships with our clients. We help businesses grow through stand alone design services, and full scale brand programmes.

We discuss the importance of creating real connections with customers and how to actualise growth through brand emotive.

Engage on an emotive level

Create a sense of belonging