A Large Decaf with a Splash of Inspiration
I went to the bagel shop for a coffee. I left with food for thought about brand building.
I was third in line to place my order, when I experienced an unexpected moment of inspiration.
Here’s what happened.
A red-headed, blue-eyed girl of about five years old looks directly at the camera.
The Moment
A mother was at the register with her daughter, who was maybe five years old.
While the mother chatted with the cashier, the little girl turned around and addressed the 30-something woman standing behind her.
“You’re pretty,” said the girl.
Then the woman did something I didn’t expect.
She squatted down and looked the girl in the eye.
“Thank you,” she said. “You are kind. And kind is the VERY best thing to be.”
The little girl’s eyes grew wide and she looked up at her mother with a smile that outshone the overhead fluorescent lights.
I could see her surprise, her delight and pride, at being seen in this way.
The Message
In just a few short words, the woman subtly imparted an important message to her young admirer:
“Pretty” is superficial; it fades. But kindness runs deep, it never gets old. Be THAT.
It also struck me that the woman could have smiled down from her full height and said a quick, “Thanks! You, too!”
But she took the opportunity to do more.
She met the little girl at her level. Connected with her. Gave the moment meaning.
A Reminder for Brand Builders
So what does any of this have to do with building a brand?
Well, the world is full of bright, shiny—sometimes “pretty”—objects vying for your audience’s attention (and often, yours).
But if you’re going for something that is real and enduring, not chasing the latest fad or superficial reactions—
it’s important to be true to your mission and your audience:
Go beyond surface-level interactions and spark a deeper emotional connection.
Commit to building a relationship that can grow, evolve, and last over time.
Invite your audience into moments that are real, compelling, and memorable.
Speak to their hearts and values.
Because what sustains a brand over the long term?
An audience that wants to be a part of what you’re building
Supporters who consistently purchase, donate, and/or volunteer
Advocates who share stories about the impact you’re having with others
Are your communications targeting quick wins? Or meaningful engagement and long-term loyalty?
If you’d like to identify opportunities for connecting more deeply with your audience, we’d love to help.
Schedule a free discovery call today.