Hidden Benefits (and the Major Pitfall) of Caring About What You Sell

When Courtney and I started Dandelion Branding, dropshipping was at its height of popularity. Most of the people we spoke to were trying to make a quick buck and they didn’t know the first thing about online marketing or setting up a real shop. They didn’t care about what they sold, who made it, or where it came from. I found it frustrating because that isn’t how we want to build a business. That was the first time I penned this article.

Now I’m updating it because 5 years later, everyone we work with cares a lot about what they’re building. A big part of this is because Dandelion Branding has changed, we don’t even get on the phone with dropshipping companies anymore – but it’s also because the world has changed.

History of Branding and Care

I was in Mornas, France once. This is one of those little towns that has one tailor, butcher, vegetable shop, etc. Each shop has its own little sign out front in the shape of whatever it was selling. There was one option to go to for each type of shop so they just had a basic sign post for their business.

Now, I know there are a lot of other little towns in the world where this happens, but what I like about Mornas for this example is that all the signs were in the same style. It was clear that the city made a collective choice to brand their shops with signs that matched the city’s branding.

butchershop sign in city branding

This tells me that not only do the people who operate each shop care about their customers, the city cares about their businesses, residents, tourists, and their image. It made me find the little village to be more memorable.

I’ve written about the history of branding before. When a business is recognizable because of their branding, people are more likely to have an affinity to it. So even if a competing tailor (for example) were to move into the Mornas village, without a city-sanctioned sign post, they wouldn’t be as recognizable, or as trusted, as the established city-trusted businesses.

Why Does this Matter?

Because people are wired the same today as they were 50 or 100 or 1200 years ago.

Even though the internet exists and people can find basically anything they want at any time of day, if a person is familiar with a brand, and they can see that the brand cares, they’re more likely to choose that brand over a competitor – even if the competitor is less expensive.

Connection and care has never been more important. In a post-COVID world, people are divided socially, politically, and a whole generation of people spent formative years being separated physically. We saw the impact that brand care and communications had during those years, and even a Sprout Social survey said 64% of consumers want brands to connect with them – and they trust businesses more when the CEO is active on social media.

The Benefits of Being a Brand that Cares

When Impulse Purchases Decline Your Sales Don’t

Even with MORE choices, people are making LESS impulse purchases. But spend hasn’t changed, so where are people spending their money?

With brands they identify with and that care about the things they care about. A 2023 consumer trends report said that people are looking more for loyalty activation than ever before.

That tells me that people not only want to find brands that hold the same values and care about their products and services, they want to find brands that care about their experience as customers.

Caring Makes You an Easy Choice for Investors and Customers Alike

Building trust is how you get people to choose your company. People trust the brands that love their products and care about their user experience.

When you put time and effort into a business, it feels loved and cared for. We’re social creatures so when a business doesn’t care, people can tell. And they stop showing up.

This is true regardless of niche. An investor that doesn’t see your excitement is just as likely to walk away as the customer that doesn’t know why your product is the best on the market.

Caring about what you’re building makes it easy for people to support you. And since we all make mistakes – caring also gives you more space for second chances.

How Caring is Better for Business Owners and Teams.

Building a business is never going to be easy. Why on Earth would anyone choose to saddle themselves with a daily to-do list about something they don’t care about?

Teamwork Dream Work

The folks we work with want to shift paradigms in the world. They are changing capitalist values to see people as more than just the means to an end. This trickles from their core beliefs into their work culture and to their customers. They treat their teams with respect and their teams find it simple to reach for excellence because they are valued. Cultivating a happy team unlocks potential in people, and creates more changemakers with passion.

Caring Improves Revenue

Remember how I said people can tell when a business cares? Caring about how their money gets made as much as they care that the money comes in allows investors and customers to hold businesses to a higher standard. Which in turn allows for improved revenue like raised prices, long term value, and less spend on ads for impulse purchases.

You Never Run Out of Inspiraton

I mentioned ad spend here because people that care about the business they’re building never run out of things to say. Which means we never run out of inspiring content to create. Most of the brands we work with don’t need to run ads for anything more than brand awareness because we ensure they have something in common with every single person that shows up at their website – where our retention and maintenance marketing can take over.

The One Major Pitfall of Caring too Much

I’d be remiss if I didn’t add this. Caring about your work is extremely important as a business owner, but you can care too much. Here’s what happens when you are too close and care too much:

  • It’s hard to understand your audience from their starting point.
  • It makes communications challenging to get right, which decreases authority.
  • It causes knee-jerk reactions to small amounts of data, leading to sweeping changes.
  • It’s difficult to trust anyone else with your brand, so you become overworked.

No, I didn’t write this whole article about caring and then tell you to care less. I’m telling you to trust more. Remember that a business is an entity separate from you. To grow, you’ve got to allow it to reflect the people the brand truly serves. Yourself, your team, and your customers. Put energy into your own zone of genius and let your team’s expertise shine!

Curious about what adding care in your communication can do for your business? Schedule a Call with Us.

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