Grow with ReCo #1: Building human connection

This week’s Grow with ReCo mini masterclass we are talking about a simple, yet complex topic: human connection. 

In 1942, Coca-Cola introduced Sprite Boy in their ads, a personified character to help inject human connection and build memory association. A sparkling personality that resembled Coca-Cola’s bubbles, he had a mission to connect their customers with the brand’s nickname, ‘Coke’. 

For many years to come, the Sprite Boy image became a positive association, imprinted in people's memories, while ‘Coke’ became widely recognised around the world, thanks to Sprite Boy.

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The human face 😃

In 2024, the digital world hasn’t changed: the human face is still the biggest connector for brands. It’s ubiquitous. Even social media algorithms favour it! 

Why?

It doesn’t matter what era we are in. We are human. And we always crave for deep human connection. 

Studies show that brands with strong emotional connections with their customers could outperform competitors by a staggering 85% in sales growth (source: gallup.com). 

Building deep human connection with your audience can bring a powerful impact to your business success. 

How do you do this? How do you scale? 

How Lush built deep human connection 🌈

Lush, known for its colourful bath bombs, doesn’t shy away from taking a stand for what they believe in. In 2017, when Australia legalised same-sex marriage, Lush faced some criticism for their vocal support of LGBTQIA+ rights.

But Lush prioritised its community over short-term profit. They continued to champion equality through campaigns and support for LGBTQIA+ organisations. It resonated with many customers.

Despite the backlash, Lush experienced a 30% sales increase that month.

They supported their customers in a deep, meaningful way. Their authenticity attracted customers who shared their values, building a stronger community around the brand.

3 things to do this week 🤓

We're not asking you to advocate for a cause, but simply, understand your customer values and connect with them on a deeper level, just like Lush did.

‍1. Listen to your customers, deeply 💚

Deep listening is the most important action we can take as small business owners. Your customer feedback not only helps you build a deeper connection, but also gives you insights on how you can improve your products and services - and communication.

3 questions for you:

• Do I know my customers at all? Do I talk to them?
• Do I listen to customer feedback?
• Do I implement changes based on customer feedback?

2. Build trust 🤝

Like any good relationship, trust is built through consistency, honesty and transparency. It takes time.

3 questions for you:

• Are my actions aligned with my promises?
• Do I share clear information and address customers' concerns?
• Do I showcase positive customer experiences?

3. Sharing and acting on your values 🌞

Why do you do what you do? Your purpose and values should be shouted from the rooftops. If you embrace them, your customers and employees will feel it too.

Storytelling is a powerful tool for sharing your values. Tell your stories, why you do things, how you do it, what you stand for. But remember, walk to talk. That's the key to building a powerful brand.

3 questions for you:

• Do I clearly define the values that drive my business?
• Do I integrate my values into all aspects of my business?
• Do I have a compelling story that showcases my values in action?

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Reflect. Talk to your team and mentors. You can use platforms like ChatGPT and Bard to help you brainstorm ideas. Tell AI what you want to learn (e.g., customer needs, feedback). Let it generate a list of questions. Improve, edit and get it out to connect with your customers.

Do these first, and we’ll discuss how you can scale your impact and growth in next week’s newsletter. 

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Grow forward,

Danling & the ReCo team

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Grow with ReCo

This article is part of our Grow with ReCo Digital Marketing initiative to empower small business owners and creators.