Customer-Brand Relationship Building

November 18, 2008

Gary Vaynerchuk vlogged about being yourself in social media.

With or without social media, to build an authentic relationship, you have to be yourself. To be yourself, you have to know who you are. Thus, to build an authentic relationship, you have to know who you are.

If you’re a brand knowing who you are is even more complex.

Some restaurants have a unique advantage in establishing their brand identities, especially smaller, local restaurants. Generally, the owner/manager, chef and/or sommelier are uniquely positioned to drive the voice of the restaurant because (1) they are individuals, with personalities; (2) they’ve invested, personally and professionally, in the success of the restaurant.*

The thing is – these organizational leaders must know who they are so they can consistently communicate that to the customer. If the restaurant doesn’t know who it is, how can customers? If customers don’t know, how can they decide if the restaurant resonates with needs/wants?

What if a restaurant doesn’t know how to connect with its clientèle and wants to, to get more butts into seats? Start by talking to those passionate about human connectivity and social media. Why social media? Because social media is a scalable platform that can power conversations and connections among individuals, brands and organizations when used appropriately.

If a restaurant doesn’t want to develop relationships with its patrons and/or doesn’t know who it REALLY is, social media is just a distraction. To quote Mack Collier: “Social Media is NOT a Silver Bullet.”

*if there’s an owner, manager, chef or sommelier who isn’t personally invested in the success of the business, I’ll eat my hat. And my words.

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