As many of you realize, Brand Empathy shares some similarities with what has been known for years as “thought leadership marketing.” Both approaches are centered on earning trust and credibility among consumers. Thought Leaders specialize in sharing something beyond product – information, insight, and ideas – and they are viewed as the trusted authority in their industry, after having contributed generously to its well-being.
Like Thought Leadership, Brand Empathy is also based on providing something beyond product. At first glance, they may seem too closely related, but closer study reveals the difference. Brand Empathy’s core goal differs from Thought Leadership, which is based on positioning a company as an industry visionary whose opinions are highly sought after. While this is certainly a worthwhile objective, Brand Empathy is about earning customer trust through a shared recognition of their problems. In other words, it is achieved not by first showcasing your expertise, but by first listening, and then engaging in a bigger conversation. It is about demonstrating to customers that you care about their problem, not just showing them how smart you are.
A company called Westex serves as a perfect example. They produce flame-resistant fabric used to create safety clothing for electrical workers. These garments can save the lives of those involved in unexpected flash explosions. One of the biggest problems surround flame-resistant clothing is that workers refuse to wear it, simply because they believe it is uncomfortable, or even unnecessary. This is detrimental both to the people who could use enhanced safety features and to the company’s sales.
To combat this problem, Westex hosts live arc flash demonstrations and educational seminars for industry companies. They allow free attendance, but produce the event at great cost to themselves. Companies gain greater understanding of electrical risks and can then better educate their employees. This, of course, does increase Westex’s profit when trained employees purchase more protective clothing, but beyond that, it demonstrates empathy about a very serious industry problem. Because of this initiative, Westex is considered a trusted thought leader on this topic, but in addition, they are perceived as a company who cares enough to contribute.
While they may work together well, Brand Empathy and Thought Leadership are intrinsically different. Have you experienced success with one or the other?
(Photo credit: Mai Le)
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