We live in dramatically changing times, and the moment-to-moment shifting of the ground beneath us can leave many of us anxious.
As a leader, marketer, and communicator, you likely feel the impact of this reality. In times of instability, people instinctively seek something — or someone — reliable, steady, and true. Whether you serve customers, employees, or a broader community, your role is to inform and engage those you serve, and to provide a foundation of trust and stability. More than ever, your audience needs to know they can count on you, your organization, and your products or services.
Brand Loyalty is a Two-Way Street
In the psychology of human connection, Attachment Theory speaks of the need for a secure base and a safe haven. Individuals thrive when they know they have a bond with a dependable source of support; your organization and its brand(s) can become that anchor for those you serve. Perhaps it is a good time to foreground “dependability” among your brand core values.
To be a safe home for your customers or constituents and reward their loyalty you must embody consistency and trustworthiness. It means showing up as expected, with quality, integrity, and constancy in uncertain times. It’s about being unwavering in your commitment to those who look to you.
Strengthen the Connection with Your Audience
Ask yourself how you can provide a safe home for your audience right now. For example: If you market a bank or financial institution, are you helping consumers answer questions about financial uncertainty? If you work in higher education, are you communicating a safe, inclusive environment for students and parents? If you’re a health care service, are you providing reliable, trustworthy health information and guidance? If you direct a nonprofit or government agency, are you helping employees feel confident that their mission and jobs are on track?
Hopefully, approaching your communications through the lens of dependability and trust will help you meet the challenges of these times. Contact RDW Group if you would like to brainstorm more specific ways your messaging and communications can be that steady voice and presence for those you serve.
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