In order to develop your brand’s lovable characteristics, you’ll need a set of values for guidance. I believe the best frame of reference for this task is the concept of ‘friendship’.
You’ve heard the saying… “To have a friend, first you have to be one”. This clarifies everything! To have any chance of developing long term, mutually beneficial relationships with our employees, suppliers, customers and prospects, we need to treat them in the same manner we would treat a dear friend.
All we need to do when considering an existing or new brand characteristic is to ‘Friend Frame’ it. We need to ask ourselves the question… “Is this a characteristic I would want my customer to experience if that customer was a dear friend?”
Would I over-promise or bend the truth in any way? Never. Would I insist on a ‘no cash refund’ policy and only offer a store credit if my dear friend was not satisfied? Definitely not. Would I want to know if my dear friend was happy with their purchase? Definitely.
Can you see and feel the power of this ‘friend framing’ paradigm? It’s an extremely potent, all encompassing ‘true north’ concept for shaping a lovable brand.
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