3 Ways To Be An Authentically Empathetic Brand

The pandemic has shown us that brands and leaders acting with empathy, authenticity and transparency have an edge. From the media attention and cultural significance Zoom garnered by supporting K-12 schools to Starbucks expanding mental health benefits to its employees and their families, consumers are taking notice. In fact, DoSomethingStrategic has been researching Gen Z’s response to brands throughout the COVID-19 crisis and found that even young people are paying attention to how companies treat employees, partners and communities — and they reward or punish said companies with their wallets.

According to a recent poll, Americans believe it is now more critical than ever that brands “demonstrate empathetic qualities and take action to maintain customer loyalty and support.”

Empathetic leaders, cultures and brands enjoy higher levels of innovation, collaboration, loyalty, positive word of mouth and, per my experience and research, profitability and market valuation. The results prove that empathy is not just good for society; it’s great for business.

Leaders are starting to get it. But how can they ensure this empathy comes across as authentic and engaging to customers? After all, we’ve all been burned by companies that say they care about customers when the reality is quite different.

To be believable, effective branding must start from the inside out. Here are three ways to ensure your brand — as a leader or as a company — walks the talk and avoids what I call the dreaded “empathy veneer.”

1. Move Beyond Social Memes

Marketing can’t solve all your reputation issues. It simply communicates the truth of your real story. Involve every department in the conversation: HR, product, customer service. Who are we? Why are we here? Who do we serve? What are we about? Align on your mission and values, and audit your policies and practices to back up your claims. If you have not “operationalized” this value, no one will believe in it. For example, if your company is taking an empathetic stance on racial injustice, posting nice thoughts on social media is not enough. Your company must change its hiring practices, recruiting policies and pay structures to make customers believe you are the real deal.

2. Hire For Emotional Intelligence

A brand is merely a collection of actions performed by people. If you truly want to be an empathetic brand, you must hire the right people to live it out. This means going beyond the resume and assessing emotional intelligence. Ask tough questions to get to who people really are: How did they get past a disagreement with a colleague? What do they do to ensure their team members feel seen, heard and valued? How do they handle negative feedback? How have they gone “off script” to solve a customer’s problem? You can always teach technical skills but it’s harder to teach someone to be creative or collaborative in a clutch moment.

3. Leverage Accountability and Rewards

If you want your organization to have an empathetic culture, you have to make that the criteria for success. This means acknowledging, rewarding and modeling the behaviors you seek through performance evaluations or bonus discussions. Others will see that this is how success happens at your company, and they will understand this is what is expected. Employees are not dumb. If you’re constantly rewarding people who blatantly ignore core values, refuse to listen or disrespect colleagues, you send a clear message that your words mean nothing.

Your company can’t simply make empty marketing promises if your internal processes don’t align to external gestures. Branding starts from the inside out.

It’s not merely about projecting an empathetic brand. Walk your talk across the entire customer experience. If you do that, customers will see you as authentic and engaging, whether they’re interacting with your company in person or online.

By: Maria Ross , Founder, Red Slice

.

Wyoming Republican Party Censures Liz Cheney as GOP Civil War Intensifies

The New York Times Succumbed to Another Mob. Journalism Is Unrecognizable

California Churches Declare Victory, Plan Indoor Worship After SC Ruling

MyPillow CEO’s Election Fraud ‘Documentary’ Disclaimer Steals the Show

25 Myths About Pit Bulls You Should Stop Believing

Why 3rd Stimulus Check Could Be Larger If You File 2020 Tax Return Early

Trump Impeachment Defense to Show Video of Dems’ Calls for Confrontation

Flying Canvas Productions

There are 3 components you must have to market with empathy. But first, you must understand what empathy really is: a personal identification between story and audience. It’s not enough to create video content. Customers demand stories. Therefore, brands have to be storytellers. This video guides you through the requirements of empathetic marketing, while steering clear of the pitfalls of misusing it. https://flyingcanvasproductions.com/e…​ Flying Canvas is more than a video production company. We’re story-makers. We’re an artisan video marketing studio for the digital brands and agencies, who want to rise to the modern customer’s demands. https://flyingcanvasproductions.com

More Contents:

The Importance of Empathy in the Workplace | CCL http://www.ccl.org – Today[…] Empathetic leaders are assets to organizations, in part, because they are able to effectively build and maintai […]N/A

How to Make Empathy Good for Business | By Gustavo Razzetti http://www.fearlessculture.design – February 6[…] Empathetic leaders embrace the messenger Empathy is about allowing people to be themselves […]N/A

MEGAN PYDIGADU: The cons of remote working http://www.businesslive.co.za – February 4[…] It needs effective performance management, empathetic leaders, organisational purpose and trust, and supportive, capable HR and IT functions […]N/A

Love ‘Em or Lose ‘Em, Sixth Edition by Beverly Kaye, Sharon Jordan-Evans: 9781523089352 | PenguinRandomHouse.com: Books http://www.penguinrandomhouse.com – February 3[…] Readers will find specific and practical ideas to help them be more inclusive and empathetic leaders […] Readers will find specific and practical ideas to help them be more inclusive and empathetic leaders […]N/A

End SARS: Social Action and Epistemic Justice – WACSI wacsi.org – February 3[…] It is an article of faith for citizen-led reforms, a call to raise a new class of competent and empathetic leaders, and engagement to fix politics […]0

Addressing mental health, burnout in the workplace | BusinessWorld http://www.bworldonline.com – February 3[…] health affects us all and it is time to face the music if we want to be responsible, caring, and empathetic leaders in the 21st century […]2

3 Ways to Be an Authentically Empathetic Brand http://www.newsweek.com – February 2[…] ” Empathetic leaders, cultures and brands enjoy higher levels of innovation, collaboration, loyalty, positive word o […]2

Building trust and faith: how can we make inter-organisational collaborations in healthcare a success? http://www.birmingham.ac.uk – February 1[…] also build up trust, as can employing appropriate conflict resolution strategies, such as having empathetic leaders and independent conflict resolution bodies […]N/A

The Splash | Issue 3: Empathy | By Turtl team.turtl.co – January 29[…] Business success depends on empathetic leaders who are able to adapt, build on the strengths around them, and relate to their environment […]2

Interview with Alice Ching, TBG Role Model : Techbridge – Inspiring Girls in Science, Technology and Engineering http://www.techbridgegirls.org – January 29[…] We need a lot of empathetic leaders in the industry right now in order to help fight climate change and systemic biases, and that i […]N/A

Three Star Leadership | Wally Bock | From the Independent Business Blogs: 1/27/21 http://www.threestarleadership.com – January 27[…] How To Become A More Empathetic Leader In Difficult Times “Here are some of the top traits of empathetic leaders […]N/A

When I Grow Up – Empathy in Leadership blog.shrm.org – January 26[…] We need empathetic leaders, we need sympathetic leaders, we need compassion! We need leaders who can walk in another’ […]N/A

How to empower employees to fight social isolation among senior living residents | CustomerThink customerthink.com – January 26[…] Why? Employees led by empathetic leaders tend to mimic that empathy — and that’s good for residents struggling with loneliness […]N/A

Challenging Teens to Answer the Call for Kindness http://www.prnewswire.com – January 25[…] ” “Today, more than ever, the world needs kind and empathetic leaders,” said Ian Sandler, co-founder of Riley’s Way […]0

threads threads-web.vercel.app – January 25��‍♀️ Leadership Change: Command and control no longer works – a change in leaderships style is needed Empathetic leaders are thriving. The importance of checking in on your team the most important skill0

5 ways robust internal comms boosts the bottom line http://www.ragan.com – January 25[…] You’ll help build better, more empathetic leaders […]N/A

Council Post: Empathy: From Buzzword To Superpower http://www.forbes.com – January 25[…] More and more companies are realizing that having empathetic leaders enhances trust, productivity, engagement and even financial performance […]N/A

How to Build Your Executive Presence on LinkedIn builtin.com – January 24[…] MORE FROM OUR EXPERTS 5 Ways Empathetic Leaders Can Set New Hires Up for Success   FIRST IMPRESSIONS MATTER Consider who will be looking at you […]N/A

The Republican monster continues http://www.palmerreport.com – January 24[…] extirpation from the nation’s highest office mean the Republicans have magically become civil and empathetic leaders? Absolutely […]74

Thread by @chris_herd on Thread Reader App – Thread Reader App threadreaderapp.com – January 24[…] Leadership Change: Command and control no longer works – a change in leaderships style is needed Empathetic leaders are thriving […]3

SDN and NFV Redefining Telco Security Paradigm | Indranil Chatterjee cxotv.techplusmedia.com – January 22[…] But now it’s important for them to be empathetic leaders of teams who are also likely feeling burnout […]N/A

Ronald McDonald House of Western Michigan makes board changes grbj.com – January 22[…] “These empathetic leaders genuinely care about our expanding organization […]

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.