How do you make people feel?

Maya Angelou says “people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

The meaning of her quote goes far beyond the relationships we enjoy with family and close friends.  The emotions we engender in others is as important in business because of a simple truth:  People buy from who they know, like and trust.

We go to networking events so that targeted prospects can get to know us.  We have websites that help potential clients learn about our businesses.  But it is ultimately perceptions (what people believe) and emotions (how they feel) that takes people through the spectrum of knowing us to also liking and trusting us.   And if they don’t like or trust us or the product or service we sell, they won’t buy from us.  Period.

I believe that moving potential customers through the spectrum of know, like and trust is the role of the company brand.   While some think a brand is the logo on a business card, website or brochure, a brand is actually the perceptions and emotions your customers have about their relationship of doing business with you or using your products and services.   Your customers own their perceptions and emotions;  your company doesn’t.

Related to the brand, the role of the company is to create, communicate and deliver a relevant, differentiated value in the minds of customers.   Apple and Southwest Airlines are big brand examples that do a great job of this.  It is easier said then done for sure.  But when done successfully, this positively influences the perceptions and emotions that engender “like” and “trust” and it makes it much easier for your prospects to become customers and your customers to become advocates.  And who wouldn’t want the kind of customer advocates that both Apple and Southwest Airlines enjoy?

Ask yourself this.   What perceptions do your customers and prospects have about your company and its products and services?  And, how do your prospects go from knowing about you to “liking” and “trusting” you?  Or, do they?  Some companies have great awareness (lots of people know about them) but have a difficult time getting their prospects to “like” and “trust” them.    How does your company create trust?