1. Show who's behind the brand

• What are your cultural values? 
• What is your purpose?

2. Tell stories

• Create and tell authentic stories that make customers identify with you. 
• Tell stories that move, that grab, that make them laugh or cry. 

3. Listen to your customers

• Talk to them, use simple, direct and informal language.
• Solve your customers' problems quickly.

4. Speak your customers' language

• ​​​​​Create communities.
• Invite users to generate content.
• Use inclusive and diverse language.
• Remember, aim for your customers' interests and not your own.
• Show gratitude and recognition to your customers. Ex. loyalty programmes, discounts, gifts...

5. Be authentic