Adam Fridman is a seasoned entrepreneur who enjoys the challenges and excitement of startup companies. Here’s how. You can show you care by giving a hug, sending flowers, writing a handwritten note or offering to mow the lawn or do the laundry. Empathy, in many ways, is essential for gaining success. 7. Examples of Audience Empathy in Action. Companies can’t maintain their brand font on Amazon’s search results pages, but Oxo saw an opportunity to provide some short, descriptive text on the thumbnails within product pages. It’s important to understand that empathy can be learned. Principle #1: Express Empathy. Leveraging empathy for your brand with effective storytelling allows you to tap into this most basic human desire. If I were in your position, I would feel the same way. An empathetic CMO can be an indispensable force for good inside an organization, helping the voice of the customer be heard. And we trust brands that understand us, too. Brand empathy is about more than crafting ultra-specific customer segments, or understanding customer needs; it’s about truly putting yourself in your customers’ shoes and trying to understand how they see the world. I would be asking the same questions as you are. In ecommerce, communicating genuine brand empathy is crucial to connecting with your customers on an emotional, human level. You probably have a good idea of what audience empathy looks like, but it always helps to see a few successful examples. At its core, this approach is about tapping into the wealth of information already owned by your brand… The following examples of empathy statements will connect you to and reassure your customer: 6. As KIND Founder and CEO Daniel Lubetzky says , “Empathy is one of our greatest tools of business that is most underused.” Audience empathy also creates positive brand associations. 8. When you do these things, it helps the other person feel loved and supported. ... and you may come across as unprofessional or inconsistent with your company’s brand. Empathy, after all, is an extremely attractive personal brand attribute. For us, who might not have the strongest natural empathy skills, learning happens through life experiences and pain - and it´s worth the journey. Even if you don’t get everything right, your customers will appreciate your effort. For customers to recognize our brand as a guide, we need to express empathy and develop authority. Which is how, ultimately, you make a brand sing. Its ‘Real Beauty’ campaign taps into the idea that both women and men struggle with low self-esteem, and in turn, encourages empowerment and self-belief. That would frustrate me, too. I have seen many examples of the power of empathy in different areas of technology. Learn about the importance of representation and the power of a conversation, including empathetic listening and empathy in branding. Let’s look at a real-world example: IKEA recently created a video using footage shot by employees, capturing moments at home. That’s why it’s critical that you show your customers that you understand their pains and frustrations. By thinking like their customers, the company showed solidarity and connection during the COVID-19 crisis⁠—and reminded people that maybe they should spruce up their space! Bonnie then goes into how you can use an empathetic approach with clients, how you can better understand your audience through empathy, and how to really get to know a potential employee or employer. Examples of Brand Empathy. For example, Oxo’s Good Gravy Fat Separator: The name spells out exactly what it is, and that it’s better—with the added splash of wordplay. 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