Brands need to come across as authentic and trustworthy to connect with consumers, but they also need to show empathy and competence. Consumers must feel brands have their best interests at hand and are good at what they’re doing, said Katie Swindler, user experience strategist at Allstate.
Brands must look at the consumer’s needs and how to meet them in order to engage their audience, rather than prey on their fears that they are somehow lessened without the brand’s products: “It’s about making them feel they need you because you’re more as a brand,” she said.
“You do that by building great experiences for customers, going from macro interactions to micro interactions,” said Swindler. “Every little bit counts.”
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