As much as consumers have intent and send constant signals about who they are and what they’re after, brands have a “frequency” that resonates—or doesn’t—with these people. 

Relevant brands tune into signals, pick up on needs and desires, and move to meet them—creating connection and delivering value and loyalty. All this comes across as a brand’s overall tone. Jiving versus off-key.

But loyalty doesn’t usually happen in an instant or via a single, spectacular “purchase” experience.

In fact, it’s often better to win a series of “micro-moments” throughout the customer journey than land a single splash. More interactions equal more opportunities for a brand to build a relationship with the audience. (We don’t build relationships with other humans in just one go, after all.)

Again, like relating in real life, you learn a lot through listening, moment-to-moment. What do people let you know when they’re scoping out all potential brands versus considering purchasing from yours, for example?

Not all the signals consumers send are meaningful ones, and context is critical to turning those signals into insights and responding in a relevant way. Clicks, views and shares tell us a bit. But what drives that behavior—the beliefs, emotions and cultural codes—tell us why we act the way we do, and how brands can organize themselves around that.