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  • Leah Yard

Business has changed: Are you keeping up?

Updated: Oct 26, 2022

With recent changes in social media, vulnerability is trending beyond these platforms. If you're looking to connect with your customers, it's time to get personal.

When I started my business, I wanted to hide behind the scenes and create the ultimate GLAMOUR experience for my customers. I felt that as a high school drop out, my presence would only tarnish the brand image. But as the business grew, and I started popping up at in-person events, I realized one major thing: people connect with stories, not products.

In a saturated market like fashion, sometimes the thing that makes you different, is the exact thing you need to put front and centre...

Fast-forward several years, and I now have a podcast all about failure and vulnerability... I haven't exactly created the glamour experience, but I have created community.

This week's episode is all about what ties us to the brands we buy from, and how to create connection.

Three things to keep in mind when building your brand:

#1: Who are you?

When I land on a website, I need a face & a name. Who makes the products? Why did this business start? Where is the business located?

I can't tell you how many times I have gone to a website and the "ABOUT" page says nothing about the human behind the brand. Without the social proof like a NIKE-sized company has, you have to earn consumer's trust by showing who you are. People connect with a person, and consumer behaviour is changing. People care where they spend their money because it's a form of self expression.

#2: Are you trying to get my email?

I LOVE email marketing-- when it's done well. When I land on a brand website, I immediately notice how hard they are trying to get my email. The harder they try, the BETTER I feel about that brand.


Because it shows me that they understand the power of email. Pop-ups that offer exclusive perks, VIP experiences, and behind the scenes content, prove to me that their customer experience is a priority. And if I sign up, I am ready to be part of a community.

Gone are the days where "sign up to our newsletter" is enough.

Email marketing is powerful. I'm not impressed by social media numbers, I am impressed by the one-on-one-inbox experience provided by brands.

#3: Are you nice to your date but rude to the server?

Let's talk red flags. Now more than ever there is pressure for brands to do social good. This is a great thing, but you have to think it through. If you talk about sustainability, but post images of influencers posing with disposable Starbucks cups, your audience will feel uncomfortable. They might not even be able to pinpoint why, but their subconscious will feel that something's not adding up.

Details matter, and congruency is another big factor when it comes to building trust.

I put a lot of myself into my brand, in my emails, on my social media. You don't have to go all in, but you do have to express who you are. Your business is an extension of yourself and people want to connect with you. Trust me on this, vulnerability goes a long way.

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