People must make decisions on a daily basis. We would be surprised how many “situations” we solve in an automaton way and without realizing it. Most likely because they are just “little problems” from day to day. So we often make decisions by instinct. Perhaps because we repeat the response of a previous similar situation, or because we unconsciously replicate paradigms from the past, or because we simply do what others do, or perhaps because an inexplicable preference comes to us.

We get tired of making decisions every day whether they are big or small. Most likely because in the end they are simply “problems” to be solved. Be that as it may, people seek to let go and surrender certain decisions to instinct, among other things because it allows us to rest in some way. It’s like putting the car on autopilot and not worrying so much about pressing and releasing the pedal.

Brands and companies must understand the importance and responsibility they have

Let’s imagine for a moment a person who has to go grocery shopping. He has his big list, 40-50 products of everything he needs at home so that he doesn’t miss any of them. Once in the market, he goes down each aisle looking for each one of them: milk, butter, cheese… The interesting thing is that the list he made is most likely a list of “products” not brands; However, when he goes down the aisles choosing each of the 40, 50 or more products on that list, he probably doesn’t stop at each one of them, analyzing the 10 or 15 different brands that might be there to make the decision, maybe he stops to look at a promotion, Or in some of the products you feel “daring” and want to try a new brand, but the truth is that in something as simple and everyday as shopping at the supermarket we make decisions such as what butter to buy or not to buy, is it good for my health, with salt or without salt, spreadable or block, do I try the new one or do I take the one I’ve always had. And that’s where brands come in to help, making it easier to choose which product to buy or which service to acquire, and that’s where brands and companies must understand the importance and responsibility they have.

Millions of products, millions of services, millions of options. Today the competition to be the lucky winners of the consumer’s choice for our brand is higher than ever. Getting them to look at our brand, even to try it, is easy; but the terrain starts to get tricky when we need them to be loyal so that they come back and come back and come back and come back to buy from us, not by choice but by conviction.

People are more informed and this is good for brands

Many studies have shown that the average person can be “impacted” by up to 10,000 ads a day, also understanding that there is a constant proliferation of digital channels and media that flood people with content wherever we go (both in the “real” and digital world).

We have known for a long time that consumer buying habits are changing, that people are more informed, that they demand more and this is good because it is an invitation to brands and companies to do things better every day. Companies that are aligned with their values, that care about more than the almighty money, that understand the importance of what they do and the responsibility they have to the world are the ones that will be able to build great brands. And when you create great brands managed by that value-driver, those people, those consumers who buy them will always be loyal.

According to a Survey Monkey study, in 2021, 78% of consumers said they will make purchasing decisions based on brand values. Increasingly, we are seeing a brand glorified or sabotaged by its stance on some kind of public issue. People care not only about what sells, but also about how business is done and who it affects.

Let’s move away from empty campaigns with no meaningful content

We must look for opportunities to integrate our brand into people’s lives in a way that is consistent with our values and their interests. We should not limit ourselves to being in their networks and their community, but to understand it and be part of it. Let’s move away from empty campaigns, without meaningful content. Let’s stop talking and start doing, let’s stop selling them products and start helping them, let’s analyze initiatives and channels that allow us to demonstrate our values through our actions and that allow people to see our brand “walking the talk” in the points of contact they are in.

Let’s listen to our customers! If there is something positive in this aforementioned proliferation of digital channels, it is that we can get to know them better. Digital tools are great for creating hyper-segmented campaigns, but while the technology is wonderful, it can be a barrier to making real connections. Yes, these digital campaigns often serve to “know” consumers based on demographic data or browsing history, but let’s use the tools not only to flood them with promotions and information that does not interest them, but instead let’s use it to listen to them carefully: what they want, what we can give them from our product or service that is relevant to them, how we can add value from what we do. In this way we will generate a truly unbreakable relationship.

It has been proven that customer retention in as little as 5% can have a huge return in profitability. Any brand can spend to get a consumer to buy once (the cost of acquiring new customers is much higher than the cost of retention), but those that invest in building a long-term buying relationship are the ones that will come out on top.

Brands need to focus their energy on delivering value

Data shows that 64% of consumers prefer to support brands that are known not only for their benefits, but also for their purpose. Brands whose marketing initiatives support universal values will see a higher return than those that do not.

The important thing is to ensure that the relationship we build with our audience makes our brand the first one they think of when they think of the industry we are in, because we bring more value, because we are more relevant than others, and because they are helping to build a better world.

Ultimately, the goal of brands should not be to simply try to reach as many people as possible to bill more. Brands should focus their energy on delivering value in the belief that this will build a real relationship with people, a bond that will result in purchase and long-term loyalty. Let’s establish that relationship, let’s understand the responsibility we have as brands, and in this way, we will gain a consumer for life.