Read any of the industry publications and it becomes apparent that brands are constantly looking for some innovative new way to connect with people.

While it’s good to stay current on the innovations, the search for the next shiny thing can sometimes overshadow what’s most important. That is understanding and connecting with those you hope to serve on the things they really value. The emotional things. The aspirational things.

The often hidden gem

Building an emotional connection with people is a cornerstone of successful branding. The most powerful way to build that connection is to speak to a person's aspirations. It’s not talking about your list of features. It’s not talking about your awards. It’s understanding what someone is working toward. Their idealized self. It’s having empathy for their journey. And, most of all, finding ways that your brand can honestly and authentically help them with the things that often go unsaid.

Does that mean you can never talk about your offering? Of course not. It’s just that they are not the most compelling things that people want to hear about. Besides, they’ll let you know when they are ready to hear about those things. Be ready to serve their requests. But don’t let an obsessive focus on your offering crowd out the invaluable opportunity to speak to the hidden gem – their aspirations.

Here are a few things to think about when it comes to your brand connecting with their aspirations:

• Understand them - do the research. Discover what it is that they dream about. Uncover what it is that they aspire to. You can’t connect with them if you don’t understand them.

• Engage with them - engage with them through social media and any other platform or forum that they find valuable. Encourage conversations around their aspirations, challenges, and successes. This not only demonstrates that you are listening but also allows you to fine-tune your approach based on real-time feedback.

• Authentically align with their values and beliefs - consider the things that are important to them. Is there an intersection between what they believe and hope for and what your brand believes? Find it. And build around it.

• Empower and inspire - provide resources, content, and experiences that help people work toward their aspirations. Whether it's through educational content, motivational messages, or practical tools, let your brand become a source of inspiration.

All things being equal, a person is going to choose the brand that gets them. The brand that offers something that connects with that most valued and guarded part of themselves – their aspirations.

Treat those aspirations with great care. Nurture and support them. And let those you hope to serve know that you share common ground when it comes to what they hold dear.