When you’re building a new brand from the ground up or rebranding, there’s a good chance you’re thinking about the customer. How can my brand connect with customers? Not every business puts thought into their customer experience, nor do they strive to connect with the customer outside of the sale, but for a brand to be successful, that connection is a must. Here are two things every business must do in order to build a customercentric brand.

Be Empathetic. Understand where your customers are coming from. What are their needs, wants and desires? What’s causing them stress? Be
customers and their problems. You might not be able to solve every problem, but by listening to their needs and helping them (even if that means referring them to someone who can help), you make a positive difference in how they perceive your brand.

Know Your Customer. You need to have a “full view” of your customers. Not only do you need to understand the demographic you serve, but you also need to get personal and understand what they like and dislike. It goes hand in hand with knowing what they need and want. The more you know about your customer, the better you can serve them. Send out surveys. Ask them about themselves when you engage with them in person or online. Build this approach right into your business. Forbes, April 15, 2021