I've known brands that seem to be in a constant state of awe that they have such incredible customers. They are fun and energizing to work with.

Truth be told, the reason they have such incredible customers is because of that very awe that they have. Customers sense that. Call it feeling appreciated or feeling loved. It creates this magnetism that draws in customers and holds them. Embraces them.

Thanks, research

There have been a number of studies that reveal the benefits of practicing gratitude. This finding in a Fast Company post was particularly enlightening

"Grateful individuals may also be naturally prone to forming mutually supportive relationships. When someone expresses gratitude, the recipient is more likely to connect with that person and to invest in that relationship in the future."

It's interesting that one of the biggest benefits of gratitude is its ability to create and nurture relationships. When you think about it, that's all a brand really is. The promise of a relationship.

Getting to gratitude

If you want to build a relationship (and a brand), find a way to bring more gratitude into what you do. Sure, another customer appreciation day wouldn't hurt. But go deeper. Ask how you can show authentic gratitude for those you hope to serve. The great thing about exploring this gratitude is that it helps improve your empathy. You put yourself in their shoes because you want to understand what's important to them. That sets your brand on the path to being exceptionally relevant and incredibly meaningful to everyone you serve.

That's an amazing thought. That your brand could be that for someone. Simply by starting with being thankful.