Are You Making Our Lives Better?
If your company or brand disappeared overnight, would anybody notice? Would they miss you? In most cases, the answer to these questions is no.
Even huge brands no longer have an important connection with their customers. The situation is that people now want to know what you are doing to make their and everyone's lives better. You need to be responsible and show how you are improving their lives. The latter doesn't have to be a full-blown CSR campaign. Apple may not have been your typically charitable company, but its contribution to making our personal and work lives better has a positive impact on its image. If they disappeared we would notice.
Focus on how you can make an impact on people's lives. How does your work make lives better? If it doesn't then you need to change how you do things, so you make an important impact. Don't try to be another mediocre, bland brand. Be unique, focused and thoughtful.
When it comes to telling the stories of how you are improving lives, be authentic. If you aren't doing much, it's better to not say anything than lie. People have learnt to not trust brands so you have a big fight ahead of you. Be responsible, authentic and make lives better!
