What Your Customers Really Want You to Know About Your Brand

Eleanor Hecks • June 14, 2022


Customers sometimes have more insight into the history and type of business than the brand. If you want to build your image, you must share key aspects and learn to tell a story that both entertains and engages your audience. You need a persona for your brand that highlights your personality and deep-held beliefs. 

Consumers are swamped with details about every type of business imaginable. To stand out, you have to understand what they want to know most and why. Here are the things you can share to engage your audience and become more personal to them. 

1. Embrace Causes You Care About

The Edelman Trust Barometer report surveyed 36,000 respondents from 28 different countries. Researchers found 55% of people wanted businesses to take a leadership role in solving society’s problems. 

What causes are near and dear to your heart? Don’t just choose something because it’s trendy. Think about things your industry already does to make the world a better place and tap into the ones you care most about. Meet needs in your local community. 

2. Make a Decision for Them

People are faced with thousands of decisions every day. We make about 220 decisions every day about food alone. If you can nudge them in the right direction without being too forceful, you stand a better chance of establishing brand dominance. 

Give them a one-click option and make it clear what they receive when they choose to move forward. Customers want to know you’re in charge and fully understand their needs.

3. Describe Your Challenges

Every company faces hurdles it must overcome to find success. Sharing where you’ve been and what you’ve accomplished can help customers understand you don’t give up. Even the missteps may be something you can turn into an uplifting story.

Consumers will see you aren’t afraid to admit when you make a mistake. Also, they’ll see that you figured out how to fix it and keep moving forward. They’re going to be a lot more likely to trust you if they know you stick with things even when they’re at their most challenging. 

4. Show You’re Consistent

When it comes to brand awareness, having a consistent presence matters. People want to know they can rely on you to have the same policies and messaging no matter where they encounter your brand

Consistency becomes even more important if you want them to share your posts and help you with word-of-mouth marketing. People don’t want to recommend you to others only to find out you aren’t everything you claim to be. 

Some experts estimate consumers must interact with your brand around 15 times before they recognize your name and come to really understand your business model. Consistency is key to ensuring they fully understand who you are and what your goals as a business are both for yourself and for your clients. 

Ask for Feedback

Knowing what your customers want to know most is easy to figure out. Ask them what they need to know to trust you fully. Give them resources and show them who you are. Over time, you’ll develop a brand story unlike any competitor’s. 

What Your Customers Really Want You to Know About Your Brand


Eleanor Hecks

Eleanor is the editor-in-chief at Designerly Magazine. She’s also a freelance web designer with a focus on customer experience. Eleanor lives in Philadelphia with her husband and dog, Bear.

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