Instead of focusing so much on promoting products and services, organizations need to start revealing more about “who” they are as an organization and how that relates to the product or service, so that customers can connect with them on an emotional level. The best known brands with the most loyal customers share their authentic characters and personalities with their customers, creating raving fans, standing out in the marketplace, and demanding premium prices.

But many organizations continue to hide their “human-ness” behind thick walls, preferring instead to let their products and services do the heavy lifting. This is a mistake.

Customers are people, and studies prove that people, regardless of what they’re purchasing, still like to work with people, they like to relate to people, they like to buy from people.

The biggest lesson I’ve learned in my years of marketing is this — if organizations will be more like people when communicating, whether it’s to customers, shareholders, partners, or employees, the audience will respond.

To become more visible to your perfect customers, your strategy should include an authentic point of differentiation that will reveal more about “who” you are as an organization. An authentic brand acts as a magnet to attract customers, gaining their trust and loyalty, and connecting with them, so they won’t want to jump ship when a lower priced supplier comes along. Your authentic brand — which includes your authentic products, services, people, communications, and promises — will have won them over.

For an interview with Marcia Hoeck, go here