Empathy builds trust

As part of defining the unique value propositions for products and services and the brand promise for a business, there are a number of processes to assist in understanding the audience.

At the heart of understanding an audience is empathy.

• Figure out why an audience behaves in a particular way
• Ask what the audience wants.
• Think like the audience.
• What is important to the audience.
• What does an audience need to overcome.
• Why would the audience value what you do.
• How can we make the audience message more personal.
• Have we done enough research to prove we understand the audience.

• Are there opportunities to help all the Team to develop empathy for the audience.
• Is the audience message sufficiently from the audience's point of view.
• Will the audience understand that we are passionate about what we believe in.
• Are we authentic, honest and real. Will the audience trust us.
• Have we earned the awareness, respect and trust of the audience.
• Does our audience-centric mindset offer genuine insight and value to the audience.
• Is the message consistent across all channels.
• Are we monitoring the audience experience flow.
• Are we listening to the audience feedback.
• Are we implementing and communicating positive changes based on audience feedback.
• Have we put in enough time to earn the trust of the audience.
• Are we measuring audience satisfaction.
• Do we value audience loyalty.
• How do the audience feel about us.
• Would the audience recommend us favourably.
• Map out some answers to these thought processes, making the audience as real as possible.

Having an audience-first approach will assist in developing affinity between a business and the audience and vitally, build trust and loyalty.