Key Messages
How People-Focused Companies Like Airbnb And Apple Create Brand Loyalty
If you want to create an emotional bond between yourself and your customers, the first thing that you need to do is understand them.
That means learning all about their problems, needs and desires.
After all, it’s only when we place our customers at the center of what we do that they begin to feel connected and loyal to the company.
Take companies like Airbnb, Apple and Facebook as perfect examples of how customers become passionate and devoted fans.
Each of these brands has found a way to make their customer’s lives easier or more meaningful by innovating in unique ways.
For example, Airbnb changed the way we travel while Apple revolutionized mobile technology and Facebook runs on a foundation of connecting people all over the world.
In addition, charitable giving can also be used to build strong customer relationships too.
By helping others in some way — whether it’s through donations or sponsoring initiatives — brands are able to show their customers that they care about more than just profits, making them seem more authentic and trustworthy in the eyes of their consumers.
Ultimately, if you want your brand to stand out and create an emotional bond with your customers, you’ll need to show them that you understand both what they need from you but also what matters most in their lives generally.
Creating Difference: How To Stand Out In An Overcrowded Market
Success can be elusive in today’s competitive marketplace if you’re not willing to innovate and think differently.
To truly make your product stand out, you have to do more than just make something that differentiates it from its competitors.
Instead, you need to create difference by finding and solving a problem for the people who may use your product.
This means focusing on what people really need.
You cannot rely solely on the splendour of a shiny new teapot; instead, you must find or develop a truth about their problem and work to solve it with creative thinking and empathetic design.
Warby Parker found success by recognizing that there was a large market of potential buyers who couldn’t afford high-end eyewear, so they used this truth as an opportunity to create stylish yet affordable eyeglasses for these customers – creating difference instead of simply being different.
The Difference Model: Six Ways To Appeal To Your Customers Through Storytelling
It’s become obvious that traditional advertising is just not going to cut it in the modern age.
There’s simply too much competition and common advertisements are often ineffective.
They don’t really give customers a reason to care about a product or service, just addressing large groups of people generically and yelling “Buy this!
We’re slightly different!”
If everyone is shouting at once, it’s easy for people to tune it out, because no-one wants to be treated like just another number.
Companies need to understand this and instead focus on creating stories that potential customers can relate to or identify with, inserting a bit of meaning into our daily lives.
Take Airbnb as an example.
Instead of offering just a cheaper hotel alternative, they talk about exploring the world in a new way, connecting back to the idea of making your own memories and having an unforgettable experience – something people can resonate with.
This isn’t just about marketing though; if you want your business to really succeed, it needs to follow the Difference Model which considers Principles, Purpose, People, Personal Perception and Products in order for meaningful connections with potential customers to be established.
The Difference Model Empowers Us To Make A Positive Impact By Understanding What Matters Most To Our Customers, Industry, And Ourselves
If you want to succeed in business, it’s important to focus on your principles.
To do this, you have to understand the fundamental truths of your business, market and customers.
This means taking a look at your strengths and weaknesses and exploring how they can be used to achieve your goals.
For example, let’s look at Airbnb – they knew that they didn’t have much capital to begin with but they were creative and skilled in design.
They leveraged these two strengths to start their business – playing up to their natural strengths.
It’s also important to recognize the truths behind the workings of your industry.
Take Apple for instance – Steve Jobs noticed an important principle in the mobile phone industry which was that there had been a need for functionality.
He exploited this by creating a phone capable of doing several things all-in-one.
Finally, when considering customers’ principles, think about what lies behind their behavior and choices they make.
Ask questions such as: What makes them unhappy? What do they desire? A great example is Spanx; created by entrepreneur Sara Blakey understanding people weren’t happy with visible lines caused by ill-fitting underwear she devised clothes which eliminated those lines leading her to huge success.
The Power Of Purpose: How Having A Clear Vision Can Help Your Business Succeed
It’s of upmost importance for any business to identify its purpose – it can define the direction of your company.
For example, By the Way Bakery clearly recognizes the impact they want to have on the world; they aim to provide customers of all dietary restrictions with a great experience, top-quality and delicious food.
This strong purpose is what keeps them on track and focused.
Likewise, Simple.com understands their customers’ needs and that traditional banks make people feel powerless or foolish.
They wanted to create an online banking service that was as comfortable and trustworthy as possible – a service that empowered their customers instead of making them feel belittled by institutions.
Therefore when you think about the impact your business intends to have, remember to focus on people.
Understand them as real humans with emotions, desires and issues instead of abstract personas or data points in a chart.
Defining your purpose in this fashion will give your company direction, help you achieve your goals and make an impression on the world that won’t be forgotten easily.
Uber Succeeded By Transforming Customer Perceptions And Establishing A New Standard For The Industry
Making a personal connection with your customers and ensuring that they perceive the difference in quality of services or products is what makes or breaks businesses.
People need to be able to relate to what you’re offering, for it to resonate with the lives they are living.
Take TOMS Shoes, for example – their “One For One” model promises that for every pair of shoes bought from them, another pair will be donated to a child in a developing country.
When people feel good about using your product or service, you have achieved success.
Uber changed the way we use transportation by creating something which people could personally connect and perceive in the right way.
They vowed to make taxi services cheaper, easier and more reliable than ever before; completely altering the public’s idea of its industry.
By standing by those values and delivering on them, Uber has set a new standard for taxi services worldwide.
Unlock The Power Of Social Media To Make A Difference In People’S Lives
Once you have taken the time to properly explore and understand your market, customers and industry, you can start work on creating your product.
It’s important that it solves a particular problem in people’s lives, offering them something that they truly need.
Your product should not be based off of trying to fill gaps or measure up to other products already out there; it needs to make a real difference for customers and ultimately offer change in their life.
Take Airbnb for example.
They could have gone ahead with the same business model hotels operate but with rooms from private residences instead.
But instead, they went above and beyond by connecting travelers with owners of the flats/homes and encouraging communication between both sides.
Additionally, Airbnb also provided great customer service experience which enabled people to comfortably explore the world.
This showed us that we don’t simply need a place to sleep – it changed the way we travel!
Now is your chance to understand what people need and accordingly create something that makes a worthy difference in their lives.
Social media is an incredible tool to help spread the word if used properly so do your research there first.
Understand how people live their lives, figure out what problems they are facing without solutions and be sure you solve those issues!
Solving real issues is key if you want success here!
So go out there and make a difference!
Wrap Up
The Difference Book teaches us that traditional marketing approaches are no longer effective in gaining attention and standing out from the crowd.
Instead, connecting with people on a deeper level by offering solutions to their problems is key for success.
The actionable advice from this book includes tailoring your marketing efforts towards individuals, rather than trying to appeal to the masses.
By focusing on helping a certain group of people with specific needs and wants, you will be more successful at engaging with customers and creating meaningful connections.
Ultimately, the message of The Difference Book is clear: know whom you’re targeting, focus on helping them solve problems they face, and create deep relationships that extend beyond simple ads.
